Tide's Super Bowl ad stars Jason Alexander as a soiled hoodie

Procter & Gamble brand is back in game backing Hygienic Clean, a product line buoyed by the pandemic and the loungewear it popularized

Published On
Jan 28, 2021

Editor's Pick

For the fourth time in five years, it’s a Tide ad in the Super Bowl. And has been the norm of late, it’s a small-screen star, not a football star leading the lineup.

Jason Alexander stars as a badly abused hoodie via computer-generated imagery in Tide’s nearly annual trip to the Super Bowl with a 60-second spot in the second quarter.

The Procter & Gamble Co. brand for the second straight year appears to be the sole laundry detergent brand in the game after Henkel’s Persil opted out following 2019, the only year in the past five Tide hasn’t appeared.

Tide’s ad is from Woven Collaborative, P&G’s multi-agency agency for North American laundry brands with personnel from Publicis Groupe, WPP, and P&G in-house media operations.

The “Seinfeld” star is backing Tide Hygienic Clean, a line that promises to remove “visible and invisible dirt” and a centerpiece of the brand’s advertising on NFL games all year. Prior ads focused on hygienic, socially distanced versions of the traditional jersey swaps among rival players, facilitated by a remote-controlled robot version of Peyton Manning. The brand shipped in to wash and swap jerseys this year after the NFL banned the traditional swaps between players as part of its pandemic protocols.

But as has been the pattern since 2017, when Terry Bradshaw current and former NFL talent takes the bench in Tide’s Super Bowl spot in favor of a TV celebrity.

“We did some research on hoodies with celebrity faces on them,” says Daniel Lobaton, chief creative officer of Saatchi & Saatchi, New York. “Turns out, there’s a weird combination of what makes these great. Ironic and iconic nostalgia is something we threw around in the creative department. Jason brings everything we were looking for in this story. He was amazing to work with and full of ideas of how we could make this funnier. He was so specific with his acting, giving us a range of emotions—for a hoodie.”

In his CGI hoodie incarnation, Alexander mugs his way through a variety of indignities, including being on the receiving end of dog drool and food droppings.

Suited to the pandemic

Tide Hygienic Clean seems perfectly suited to the pandemic, given that people have been washing their clothes after fewer wearings since it began as part of a broader trend toward heightened hygiene awareness, according to P&G vice chairman-chief operating officer Jon Moeller. But the line was under development for a year prior to the pandemic, according to P&G.

Either way, the launch, which began with the NFL season, is doing nicely, says Amy Krehbiel, brand VP for North America at P&G. Overall P&G laundry sales were up 12% last quarter, according to IRI data from Evercore ISI.

Big face hoodies like that Alexander has been superimposed upon have become increasingly popular, Krehbiel says. And she notes that the hoodie generally has become a sort of de facto work uniform for many people working at home during the pandemic.

“You may not think about it, but even the hoodie you wear through a day of virtual meetings goes through a lot,” she says. “And that’s exactly what our spot is geared to say this year.”

Alexander also shows up in another 11-second spot Tide has produced that will run only online. The spot shows Alexander shopping online for a hoodie bearing his image—which seemingly has some game-day apparel sale potential.

Join Ad Age on Feb. 2 for Ad Age In-Depth: Super Bowl, when we will bring together innovative brands, agency leaders and some of the top creators to discuss how they navigated the pandemic and prioritized diversity in their creative for the Super Bowl. RSVP here.

~ ~ ~

CORRECTION: An earlier version of this article incorrectly reported that Daniel Lobaton is chief creative officer of the Woven Collaborative in addition to Saatchi & Saatchi, New York. Paul Bichler is chief creative officer of the Woven Collaborative.


Jan 28, 2021
Client :
Agency :
Saatchi & Saatchi - New York
Director :
Jeff Low
Production Company :
Biscuit Filmworks
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
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
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
PR :
Marina Maher Communications + Ketchum
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
Celebrity Talent and Music Licensing Acquisition :
The Marketing Arm
VP Talent :
Lori Heckman Golden
Manager Talent :
Casey Grochocinski
Sr. Director Music :
Amanda Levine
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
Editorial Company :
Arcade Edit
Editor :
Geoff Hounsell
Assistant Editor :
Max Hoffman
Executive Producer :
Sila Soyer
Producer :
Fanny Cruz
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 Artist :
Shauna Prescott
2D Artist :
Kai Chun Tsai
2D Artist :
Bob Homami
2D Artist :
Katerina Arroyo
2D Artist :
Stephen Paragone
2D Artist :
Krystal Chinn
2D Artist :
Chris DeCristo
2D Artist :
Rakesh Venugopalan
2D Artist :
Nithin Babu
2D Artist :
Mangesh Borkar
2D Artist :
Satya Narina
2D Artist :
Nikhil K M
2D Artist :
Pushpendra Singh Bhadauriya
2D Artist :
Naga Praveen Kumar
2D Artist :
Sathya Sagar Kolli
2D Artist :
Mahesh Ravila
2D Artist :
Prajeesh E
2D Artist :
Mohit Garg
2D Artist :
Basabendu Sarkar
3D Artist :
Alice Panek
3D Artist :
Jae Jun Yi
3D Artist :
Matthew Choy
3D Artist :
Jason Kim
3D Artist :
Daniel Soo
3D Artist :
Lalida Karnjanasirirat
3D Artist :
Freddy Para
3D Artist :
Greg Gutkin
3D Artist :
Michael Kash
3D Artist :
Rijo R
3D Artist :
Sendil Kumar J
Art Department :
Kevin Diaz
Art Department :
Valerie Chernysh
Mix :
Heard City
Partner/Audio Engineer :
Philip Loeb
Color :
Co 3
Colorist :
Tom Poole

Need a credit fix? Contact the Creativity Editors