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It's a Thursday Night Tide Ad

Award: Shortlist

Shortlist / Media / Use of Branded Content / 2019

During the Super Bowl, we pointed out that wherever you see clean clothes, it’s a Tide Ad. We decided to keep the momentum going by again pointing out clean clothes, this time during the entire 2018 NFL season.
We partnered with the NFL and FOX Sports to seamlessly integrate our branded content into live game broadcasts so that whenever viewers saw a highlight, a penalty call, a play review or an interview they had to ask themselves, “is this an NFL game or a Tide ad?”
As our audience took the bait, they turned to Twitter, making #TideAd part of the NFL conversation throughout the NFL season

  • It's a Thursday Night Tide Ad
  • It's a Thursday Night Tide Ad

Credits

Client

  • Procter & Gamble

Country

Advertising Agency

Chief Executive Officer

  • Andrea Diquez

Copywriter

  • Blake Morris

Creative Agency

  • Saatchi & Saatchi NY

Creative Director

  • Daniel Lobaton
  • Rich Singer
  • Zack Menna

Executive Creative Director

  • Paul Bichler

Head of Production

  • Dani Stoller

Senior Art Director

  • Jacopo Biorcio
  • Leah Renbaum

Senior Copywriter

  • Lauren Varvara

Assistant Brand Manager

  • Jack Reynolds

Brand Building Integrated Communication Director

  • Kimberly Doebereiner

Brand Communications Manager

  • Matthew Wormington

Brand Director

  • Amy Krehbiel

Brand Manager

  • Jennifer Maxwell

Marketing Agency

  • MKTG

Media Placement

  • Optimum Sports

PR Agency

  • Taylor Strategy PR

Production Company

  • Harbor Picture Company
  • Rattling Stick
  • The Mill

Production Manager

  • Paul Chick

Talent Agency

  • Platinum Rye Entertainment
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