Tide, the official laundry detergent of the NFL, returns to the Super Bowl with creative from Saatchi & Saatchi New York–this time with the help of comedian and actor, Jason Alexander.
An animated Alexander appears front and center on a teenager’s hoodie. The character’s reactions to what he encounters gives us an idea of what our clothes go through on a daily basis, subjected to dirt, bad odors and whatever else a person puts his or her apparel through. The Big Game message challenges people to think about all the situations they subject their clothes to on a daily basis.
The bottom line–for everything our clothes go through, they deserve new Tide Hygienic Clean, developed to remove both visible and invisible dirt.
This marks Tide’s third straight year advertising on the Super Bowl. The brand’s latest spot was directed by Jeff Low of Biscuit Filmworks. The Mill served as the VFX house.
CreditsClient Procter & Gamble/Tide Agency Saatchi & Saatchi New York/Woven Collaborate Daniel Lobaton, chief creative officer; Paul Bichler, chief creative officer, Woven; Lauren Varvara, Adrian Chan, creative directors; Dani Stoller, head of production, fabric care; Nayantara Mukherji, planning director. Production Biscuit Filmworks Jeff Low, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Jay Veal, producer; Sean Moody, head of production; Jonathan Freeman, DP; Joe Cooney, production designer. Editorial Arcade Edit Geoff Hounsell, editor; Max Hoffman assistant editor; Sila Soyer, exec producer; Fanny Cruz, producer. VFX The Mill Anastasia Von Rahl, exec producer; Valentina Cokonis, producer; Mike Cimino, production coordinator; Chris Knight, executive creative director; Becky Porter, creative director; Graeme Turnbull, 3D lead artist; Siro Valente, shoot supervisor; Utkarsha Santosh Shinde, production support; Shauna Prescott, Kai Chun Tsai, Bob Homami Katerina Arroyo, Stephen Paragone, Krystal Chinn, Chris DeCristo, Rakesh Venugopalan, Nithin Babu, Mangesh Borkar, Satya Narina, Nikhil K M, Pushpendra Singh Bhadauriya, Naga Praveen Kumar, Sathya Sagar Kolli, Mahesh Ravila, Prajeesh E, Mohit Garg, Basabendu Sarkar, 2D artists; Alice Panek, Jae Jun Yi, Matthew Choy, Jason Kim, Daniel Soo, Lalida Karnjanasirirat, Freddy Para, Greg Gutkin, Michael Kash, Rijo R, Sendil Kumar J, 3D artists; Kevin Diaz, Valerie Chernysh, art department. Audio Post Heard City Philip Loeb, partner/audio engineer. Color Company 3 NY Tom Poole, colorist.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More