The multicultural influences that helped make 'It's a Tide Ad' a winner

Pickle Music's Alexis Estiz recounts the diverse musical sensibility he brought to Tide's celebrated Super Bowl campaign

Published On
Oct 04, 2022

Editor's Pick

Continuing our Celebration of Creative Excellence for Hispanic Heritage Month, Guest Editor Daniel Lobatón, chief creative officer and co-president of Saatchi & Saatchi New York, shines a light on Alexis Estiz, founder and chief creative officer of NYC-based Pickle Music Studios.

Estiz began his career as a composer in 2006 in his hometown of Buenos Aires at one of Argentina’s most notable ad music studios, La Rana S.R.L. At just 20 years old, he became a head composer and was creating music for major brands including Coca-Cola and Quilmes, with agencies such as Young & Rubicam, J. Walter Thompson and others. 

In 2011, he moved to Miami to become partner and creative director at Personal Music, focused on the Hispanic market, working on more major brands such as McDonald’s, State Farm, Toyota, Kimberly Clark and more.

In 2018, Estiz moved north to New York City to open Pickle Music Studios, behind music for an array of notable projects around the globe, including major campaigns for Tide, Burger King, Corona  and more. With two Emmys, dozens of Cannes Lions and a Grammy nomination under his belt, Estiz has been growing his company. He expanded Pickle Music last year with an office in Madrid and plans to open doors in L.A. next year. 

Given all his success, “how cool is it that he’s still composing for our next Tide campaign?” Lobaton said. “ In the past five years Alexis has been a key creative partner. From the moment we brief him and his team, sometimes prior to shooting anything, he is already building with you, giving honest feedback about the potential of the idea. And then he elevates it with his passion for craft.”

Here, Estiz looks back what is arguably his most famous project, the Cannes Lions Grand Prix and Titanium-winning “It’s a Tide Ad” campaign

Pickle Music founder Alexis Estiz

 

Aside from all the accolades in every major advertising category—whether it’s  being named one of the 10 most important Super Bowl campaigns of the decade, or still being used as a reference for the industry, the “It’s a Tide Ad” campaign was a milestone in my career because it was one of the first projects that fully utilized my expertise across multiple markets and array of skills. It was an opportunity to showcase my multicultural ability as a music composer, producer and business owner. 

It also showed the power of diversity in the creative world with tangible and real results. 

I can still vividly remember being in the editing room floor with the creative team, which consisted of a mix of Americans, Argentinians, Brazilians, Australians, Italians and more—talk about multicultural! The team was sharing the latest cut with me while they worked on the final scene. 

They had several ideas floating around but just couldn't land on something until one of the creatives suggested trying a specific shot where David Harbour curiously takes a pause and then looks directly at the camera. The team liked it but wasn't completely sold, and since I was in the room they took the opportunity to ask how the music might impact this last shot. 

So we decided to try and score something specific for this moment. Two hours later, I'm in my studio in Brooklyn cranking out an idea, which was to mashup a classic tango with strings, flute and elements of good ol’ American vaudeville. What I worked on that day ultimately ended up being used in the final edit. 

Although subtle in the mix, the music really brought this scene to life. It fills me with so much pride to know that a successful Super Bowl commercial ended with elements of tango and Americana, a very particular fusion. It's also a great reminder of what our current landscape is looking like in regards to diversity and inclusion  

There are other great spots and major campaigns that I’m very proud of, but “it’s a Tide Ad” happened during the first years of creating my own production company,  Pickle Music Studios in New York, and that, too, will always be special to me. I’m also proud to share that we are now a certified, minority-owned company in the U.S.