In Tide’s 2021 Super Bowl ad, a mother confronts her son about needing to wash his “Jason Alexander hoodie,” which is a sweatshirt emblazoned with a headshot of the actor best known for his role as George Costanza on the sitcom “Seinfeld.” Throughout the commercial, the viewer sees just a few of the scenarios the hoodie has weathered, from copious dog drool to garbage residue to sweaty gym socks.
With each disgusting scenario comes a shot of Alexander’s face contorted in reaction to the dirt and grime. Alexander winces and gags his way through a day in the life of a teenage boy’s sweatshirt, before finding new life in the washing machine. The real Jason Alexander makes a cameo; while driving through the suburbs he sees the hoodie and cries: “Hey! That’s my face!”
Tide’s ad was 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.
This was Tide’s fourth Super Bowl ad in five years.
Brand: Procter & Gamble
Agency: The Woven Collaborative
Quarter Aired: Q2
Super Bowl: LV