You’re Gonna Need More Tide

Agency: Saatchi & Saatchi NY


The campaign, “You’re Gonna Need More Tide,” features Kumail Nanjiani cleaning up quite a few messes, with the tagline “more clean in here for all the mess out there.”

The spot whisks the viewer through many of life’s messiest moments, featuring real life situations and cut-ins that make these spots super relatable. The campaign highlights Tide Power PODS, which have 85% more Tide in every pack, to keep up with bigger washing machines and dirtier days.

Tide Pods are beloved and revered on the Internet and this campaign is designed to engage viewers socially, in addition to broadcast spots the campaign includes shareable memes, videos, GIFs and lenses and encourages user-generated content (UGC) to drive engagement in a memorable way.

This professional campaign titled 'You’re Gonna Need More Tide' was published in United States in March, 2023. It was created for the brand: Tide, by ad agency: Saatchi & Saatchi NY. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 14 days ago.


Saatchi & Saatchi NY
Daniel Lobaton - Chief Creative Officer
Ciro Sarmiento - Chief Creative Officer
Dustin Tomes - EVP, Executive Creative Director
Lauren Varvara - SVP, Executive Creative Director
Adrian Chan - VP, Creative Director
David Stevanov - Creative Director
Simone Milani - Associate Creative Director
Rich Whelchel - Senior Copywriter
Edu Lunardi - Senior Art Director
Caroline Chase - Junior Art Director
Melissa Perrett - Junior Copywriter
Dani Stolle r- Head of Production
Sarah Beaumont - CEO, Woven Collaborative
Jen Brotman - SVP, Group Account Director
Jennifer McGill - Account Director
Alexandra La-Rotta - Digital Account Supervisor
Leslie Fellwock - Account Supervisor
Claire Lancaster - Account Executive
Chris Gilbert - VP, Director Experience Strategy
Shayla Nguyen - Junior Strategist
Lisa Rimmer - Senior Business Affairs Manager

Procter & Gamble
Martin Hettich - Senior Vice President, NA Fabric Care
Amy Krehbiel - Vice President, NA Fabric Care
Alex Perez - Senior Brand Director, NA Fabric Care
James Sawyer - Brand Director
Molly McGuire - Senior Brand Manager
Kimberly Doebereiner - Group VP, Future of Advertising
Paul Chick - Director, NA Content Leader
Jennifer Beck - Communications Manager, North America Fabric Care
Brandon Dunphy - Research Specialist
Tracy Suer - Group Media Director
Matt O’Shea - Director, Brand Media
Justin Bracco - Senior Media Manager
Lauren Lasson - Media Manager
Judy Zheng - Assistant Media Specialist

Saatchi X
Casey Lissau - VP, Group Creative Director
Michael Limbert - Creative Director
Derrick Ellis - Associate Creative Director
Jamie Duke - Associate Multimedia Creative Director
Jacob Parker - Senior Motion Designer
Mo Philipos - Senior Art Director
Bryan Smith - Associate Account Director
Tonya Hornsby - Project Leader
Ashley Roedig - Producer
Tina Hudson - Senior Producer

Marina Maher Communications
Samantha Halpern - Group Senior Vice President, Brand Business
Alisha Garfinkel - Senior Vice President, Project Management
Patricia Jones - Vice President, Earned Media
Noomi Grootens - Vice President, Brand Management
Marie Bernadeau - Senior Account Supervisor, Brand Management
Nicole Tarko - Senior Account Supervisor, Earned Media
Grace Kibira - Senior Account Supervisor, Digital
Lauren Lacroix - Senior Account Executive, Brand Management & Earned Media
Jessica Cooper - Senior Account Executive, Brand Management & Digital
Donna DeVito - Assistant Account Executive, Brand Management & Earned Media

Platinum Rye Entertainment
Senior Vice President, Talent - Lori Golden
Director, Talent - Billy Blundell
Manager, Talent - Caroline Welch

Production Company - Stink Films
Director - Traktor
Director of Photography - Toby Irwin
President - Daniell Bergmann
Managing Executive Producer - Fran McGivern
Head of Production - Ari Schneiderman
Line Producer - Leah Allina
Production Designer – Tim Moen

Editorial - Cartel
Editor - Leo Scott
Cutting Assistant - Zoe Kraft
Managing Director - Lauren Bleiweiss
EP - Viet-An Nguyen
Producer - Sarah Schachte

VFX - The Mill
Creative Director - Becky Porter
CG Supervisor - Ed Boldero
Senior Executive Producer/Managing Director - Anastasia Von Rahl
Senior Producer - Heather Johann
2D Lead Artist - Becky Porter, Alexander Candlish
2D Artists - Jake Albers, Piotr Bednarczyk, Hector Cabrera, Lane Jolly
Matte Painting - AerynGray Lau

Sound - Harbor
Audio Engineer - Glenn Landrum
Producer - Cammie Mcgarry
Music re-arrangment - Pickle Music
ECD - Alexis Estiz
EP - James Zavaleta
AP - Matt Kerr

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