Saatchi & Saatchi New York Gets Gross for Tide

By Erik Oster 

Saatchi & Saatchi New York launched a new campaign for Tide, illustrating the brand’s long-running “If it’s got to be clean, it’s got to be Tide” tagline with some truly gross and awkward scenarios.

“The Robe,” takes a look at the downside to renting out your home for bed and breakfast. A couple is initially charmed to see the guests post photos of their stay, but that quickly turns to alarm when they see what they’ve done to a favorite robe.

In “Towel Habits,” probably the grossest of the bunch, a woman witnesses some disconcerting towel use, oddly set to a disco beat. “The Pool Party” sees a man who is newly “part of the family” pressured into borrowing an oft-lent bathing suit known as “the spare” (never a good sign). That one also has a quick follow-up called “In The Pool” which reinforces the man’s concerns.

The dry humor of the spots fit the brand message well and the ads come across as relatable, not pushing the grossness to extreme, over-the-top levels. There’s also a looseness to the performances which helps sell the awkward interactions, especially in “The Pool Party.”

“We agreed that we were going to embrace the actors for what they naturally brought to the table,” Saatchi & Saatchi executive creative director Paul Bichler told Adweek. “We looked for the details that made each of the actors unique and then built on them. The spots are mostly scripted, but we did a bit of improv and let the actors make the characters their own.”


Client: Tide (Procter & Gamble)

Agency: Saatchi & Saatchi New York
Chief Creative Officer: Jay Benjamin
Executive Creative Director: Paul Bichler
Director of Film Production: John Doris
Producer: Jacob Vogt
Regional Business Director: Nick Miaritis
Account Director: Ryan Martin
Account Supervisor: Jen Brotman
Account Executive: Emily Hook
Senior Business Affairs Manager: Lisa Rimmer

Director: Max Sherman
Production Company: Anonymous Content
Executive Producer, Managing Director: Eric Stern
Executive Producer, Production: SueEllen Clair
Head of Production: Kerry Haynie
Director of Photography: Bobby Shore
Production Designer: Michael Walker
Line Producer: Isil Gilderdale

Editorial Company: Cosmo Street
Editors: Tom Scherma, Aaron Langley
Assistant Editors: Nellie Phillips, Chrissy Doughty
Executive Producer: Maura Woodward
Senior Producer: Luiza Naritomi

Finishing Company: Switch FX
Lead Flame Artist: Jon Magel
Flame Artist: Andrew Rea
Executive Producer: Diana Dayrit
Producer: Cara Flynn

Color: Company 3
Colorist: Sofie Borup

Music Company: duotone audio group
Executive Producer: Ross Hopman
Producer: Gio Lobato

Audio Post: duotone audio post
Sound Design: Juan Aboites
Mixer: Andy Green
Executive Producer: Greg Tiefenbrun