Tide gets a little dirty with Jason Alexander

(Jason Alexander, a hoodie and Tide)

Tide, the official laundry detergent of the NFL, is back with another Super Bowl ad – this time with the help of legendary comedian and actor, Jason Alexander.

This year’s :60-second spot, at a cost of $11 million, will challenge people to think about all the situations they subject their clothes to on a daily basis.

Seinfeld’s Jason Alexander will debut a brand-new role animating a teenager’s hoodie, and proving that for everything our clothes go through, they deserve new Tide Hygienic Clean, developed to remove both visible and invisible dirt.

When you watch, be sure to check out Alexander’s changing expressions on the hoodie. The spot was directed by Biscuit’s Jeff Low and created by longtime agency Saatchi and Saatchi:

ALSO READ: Kia passes on Super Bowl to focus on America’s youth

The spot marks the third consecutive year that Tide has used the Super Bowl to push advertising’s envelope, bending genres, leveraging creative properties and incorporating humor to remind consumers that, if it’s got to be clean, it’s got to be Tide.

Will the spot prove to be as popular as 2018’s “It’s a Tide Ad?” We shall see on February 7.

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Super Bowl LV (the 55th Super Bowl) will be played on Sunday, Feb. 72021 on CBS. Kickoff is set for 6:30 PM EST, 5:30 PM CST and 3:30 PM PST.


CLIENT: Procter & Gamble, Tide

  • Vice President, North America Fabric Care – Aga Orlik
  • Brand Vice President for NA Laundry, Tide – Amy Krehbiel
  • Brand Director – Alex Perez
  • Senior Brand Manager – Buki Samuel
  • BBIC – Kimberly Doebereiner
  • Manager, Advertising Production – Paul Chick
  • Communications Manager – Henry Molski
  • Media Director – Tracy Suer
  • Associate Director of Media – Patrick McGuinness
  • Associate Director of Media – Justin Bracco
  • Research Specialist, Consumer Insights & Product Research – Brandon Dunphy
  • Director & Assistant General Counsel – Robert White

AGENCY: Saatchi & Saatchi New York / Woven Collaborate

  • Chief Executive Officer – Andrea Diquez
  • Chief Operation Officer – Sarah Beaumont
  • Chief Creative Officer – Daniel Lobaton
  • Chief Creative Officer, Woven – Paul Bichler
  • Creative Director – Lauren Varvara
  • Creative Director – Adrian Chan
  • Head of Production, Fabric Care – Dani Stoller
  • Account Director – Jen Brotman
  • Account Supervisor – Guillermo Betancourt
  • Account Executive – TJ Daigler
  • Assistant Account Executive – Sosun Wahab
  • Planning Director – Nayantara Mukherji
  • Associate Strategist – Luna Perez
  • Director Digital Experience – Alan Lin
  • Senior Business Affairs Manager – Lisa Rimmer

PR: Marina Maher Communications + Ketchum / Woven Collaborate

  • Group SVP, Consumer Practice and Agency Marketing – Laura Brinker
  • SVP Brand Business – Samantha Halpern
  • VP, Brand Management – Melissa Chua
  • Senior Account Supervisor, Brand Management – Noomi Grootens
  • Group SVP, Director, Talent and Partnerships – Marissa Festante
  • VP, Earned Media – Patricia Jones
  • Senior Account Supervisor, Earned Media – Tom LaBelle
  • Account Supervisor, Influencer Marketing – Clare Redway
  • Account Supervisor, Project Management – Alyssa Bowie

Celebrity Talent and Music Licensing Acquisition: Platinum Rye Entertainment/The Marketing Arm

  • VP, Talent – Lori Heckman Golden
  • Manager, Talent – Casey Grochocinski
  • Sr. Director, Music – Amanda Levine

PRODUCTION: Biscuit Filmworks

  • Director – Jeff Low
  • Partner / Managing Director – Shawn Lacy
  • Executive Producer – Holly Vega
  • Producer – Jay Veal
  • Head of Production – Sean Moody
  • Director of Photography – Jonathan Freeman
  • Production Designer – Joe Cooney

EDIT: Arcade Edit

  • Editor – Geoff Hounsell
  • Assistant Editor – Max Hoffman
  • Executive Producer – Sila Soyer
  • Producer – Fanny Cruz

VFX: The Mill  

  • Executive Producer – Anastasia Von Rahl
  • Producer – Valentina Cokonis
  • Production Coordinator – Mike Cimino
  • Executive Creative Director – Chris Knight
  • Creative Director – Becky Porter
  • 3D Lead Artist – Graeme Turnbull
  • Shoot Supervisor – Siro Valente
  • Production Support – Utkarsha Santosh Shinde
  • 2D Artists – 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
  • 3D 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
  • Art Department – Kevin Diaz, Valerie Chernysh

MIX: Heard City

Partner/Audio Engineer – Philip Loeb

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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1