Tide enlists NFL's Davante Adams to help wash fans' jerseys

The Las Vegas Raiders wideout is among those featured in a new TV and social media campaign

Published On
Sep 28, 2022

Editor's Pick

Tide marketers long have known NFL fans had lucky jerseys, made lucky by their refusal to wash them. This year, the Procter & Gamble Co. brand is on a mission to get those jerseys washed—starting by enlisting Las Vegas Raiders wideout Davante Adams in a TV and social media campaign.

“We found one in four NFL fans hadn’t washed their lucky item, whether it’s socks or jerseys, in a year or more,” said Alex Perez, brand director at P&G. To change that, Tide also has enlisted Los Angeles Rams linebacker Clay Matthews, Kansas City Chiefs tight end Travis Kelce and Pittsburgh Steelers wide receiver Chase Claypool for future work. The social effort will extend to TikTok, Instagram, Twitch and Twitter. “We’re excited to make it holistic,” Perez said, “and we think it’s going to be relevant throughout the season.”

In one spot from Saatchi & Saatchi and P&G’s multi-agency Woven Collaborative for Tide Hygienic Clean Pods, Adams takes a touchdown leap into the stands and engages a fan in a conversation about a lucky jersey. “I don’t see any luck,” Adams says. “It’s dirty.” 

On social media, Adams is leading a social media “What Would It Take?” campaign, which will bring in other stars eventually, asking fans what deal they’d accept to wash their lucky jerseys. Commenters are entered into a contest to win their wish with the wash—with lots of requests for tickets and autographed gear so far.


Sep 28, 2022
Client :
Client :
Procter & Gamble
Agency :
Agency :
Saatchi & Saatchi-New York
Chief Executive Officer :
Sarah Beaumont
Chief Creative Officer :
Daniel Lobaton
EVP / Executive Creative Director :
Dustin Tomes
EVP / Executive Creative Director :
Adriano Matos
EVP / Executive Creative Director :
Sam Shepherd
VP / Creative Director :
Lauren Varvara
VP / Creative Director :
Adrian Chan
SVP Creative Director :
Mike Ward
SVP Creative Director :
Chris von Ende
Creative Director :
Will Tran
Senior Copywriter :
Tony Lazzaretti
Senior Art Director :
Preethi Balakrishnan
Senior Copywriter :
Kelsey Boylan
Art Director :
Koa Webster
VP Executive Producer :
Dani Stoller
SVP Group Account Director :
Jen Brotman
Account Director :
Jennifer McGill
Digital Account Supervisor :
Alex La-Rotta
Account Executive :
Leslie Fellwock
VP / Director of Experience Strategy :
Chris Gilbert
Junior Strategist :
Shayla Nguyen
Senior Business Manager :
Lisa Rimmer
Senior Vice President :
Martin Hettich
Senior Brand Director :
Alex Perez
Brand Director :
James Sawyer
Senior Brand Manager :
Preston Parnell
Group Vice President :
Kimberly Doebereiner
Director Advertising Production :
Paul Chick
Communications Manager :
Jennifer Beck
Research Specialist :
Brandon Dunphy
Research Specialist :
Kelley Holsopple
Group Media Director :
Tracy Suer
Director of Brand Media :
Matt O'Shea
Senior Media Manager :
Justin Bracco
Media Manager :
Lauren Lasson
Assistant Media Specialist :
Judy Zheng
Shopper Agency :
Saatchi & Saatchi-New York
Shopper Agency :
VP Group Creative Director Commerce Lead :
Casey Lissau
Creative Director :
Michael Limbert
Associate Creative Director :
Derrick Ellis
Associate Creative Director Motion Design & VFX :
Jason Lee
Senior Copywriter :
Nolan Shea
Associate Account Director :
Bryan Smith
Project Leader :
Tonya Hornsby
PR :
Marina Maher Communications + Ketchum
PR :
Executive Director Brand Building and Digital Innovation :
Laura Brinker
Executive Director :
Sara Baker
Group Senior Vice President, Director, Talent and Partnerships :
Marissa Festante
Group Senior Vice President Brand Business :
Samantha Halpern
Senior Vice President Project Management :
Alisha Garfinkel
Senior Vice President Sports :
Patrick Wixted
Vice President :
Patricia Jones
Vice President Brand Management :
Ashley Johnson
Senior Account Supervisor Brand Management :
Noomi Grootens
Senior Account Supervisor Strategy :
Jacklyn Hayes
Managing Account Supervisor :
Taylor Heath
Account Supervisor, Earned Media :
Nicole Tarko
Account Executive, Brand Management :
Lauren Lacroix
Account Executive, Brand Management :
Jessica Cooper
Vice President :
Jordan Futscher
Director :
Rob Sipniewski
Senior Manager :
Conner Viers
Celebrity Talent & Music/IP Acquisition :
Platinum Rye Entertainment
Celebrity Talent & Music/IP Acquisition :
The Marketing Arm
Director :
Will Ober
Director :
Alex Hanono
Account Executive :
Ryan Harle
Production :
Director :
Kris Belman
Director of Photography :
Shawn Kim
Co-Founder :
Brian Carmody
Chief Operating Officer :
Andrew Colon
Executive Producer :
Kamilla Prokop
Executive Producer :
David Richards
Chief Financial Officer :
Chris Lind
Head of Production :
Alex Hughes
Producer :
Brian Quinlan
Edit & Mix :
VFX/ Color :
Graphics :
Senior Editor & Creative Director :
Steve Evans
Executive Producer :
Jesse Schwartz
Post Producer :
Drew Penkala
Colorist :
Oisin O'Driscoll
Color Producer :
Brad Martin
Color Producer :
Maxwell Hadson
Senior Audio Engineer :
Walter Bianco
Associate Audio Engineer Commercial Sound :
Catherine Sangiovanni
Audio Assist :
Chris Perepezko
Producer :
Chris Cassar
Creative Director & VFX Artist :
Kyle Cody
VFX Producer :
Naomi Spiro
Flame Assist :
Jacob Robinson
2D Graphics & Animation :
Luke Rotzler
Senior Motion Graphics Artist :
Candy Sui
Graphics Producer :
Tanner Agle
Music :
Music Creative Director :
Alexis Estiz
Composer :
John Kubis
Publishing :
Estiz Publishing
Executive Producer :
James Zavaleta
Producer :
Lupita Alvarez

Need a credit fix? Contact the Creativity Editors

Project Type