This Super Bowl ad via Saatchi & Saatchi New York, the first since Tide became an official NFL sponsor, garnered a place in practically all the best-of-Super-Bowl-XLVII lists. A San Francisco 49ers fan gets a stain in his Jersey that resembles the team’s former quarterback Joe Montana. A media sensation ensues, with fans coming from all over the country to pay homage to the stain and pray for a positive outcome in the big game. That is, until the wife, who’s a Baltimore Ravens fan, washes it away with Tide. (The Ravens edged the 49ers in Super Bowl XLVII, 34 to 31.)
Tide was also one of the brands that jumped on the game’s third-quarter stadium blackout with a quick, cute post on Twitter.
Director: Bryan Buckley, who directed many other Super Bowl ads as well, including FedEx's "Desert Island," Monster.com's "When I Grow Up" and Burger King's "America's Favorite." Production company: Hungry Man. Director of photography: Scott Henrikson. Executive producers: Kevin Byrne, Dan Duffy, Mino Jarjoura.
Chief creative officer: Con Williamson. Global creative director: Maru Kopelowicz. Creative directors: Daniela Vojta, Susan Young. Copywriter: Luke Behrends. Art directors: Keiji Ando, Jared Creason. Executive producer: Diane Burton.
VFX: The Mill L.A. Post: Bikini Edit. Post: Gina Pagano. Editor: Avi Oron.
AGENCY: Saatchi & Saatchi
QUARTER AIRED: Q4