Saatchi touches down another Super Bowl winner for Tide

Super Bowl ads seem to be shaping pretty well despite a different line-up (a good thing maybe) but one of the big hits last year – P&G’s Tide – is back with another winner from Saatchi & Saatchi New York.

This time it’s Jason Alexander (of Seinfeld fame, amazing how Seinfeld is still with us) providing an unwitting garment for all purposes.

In a year like this it’s OK to “lean into goofiness and humour” says the agency. Indeed, and P&G is showing a deft touch in its advertising these days.

MAA creative scale: 8.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. Jason Alexander has been in more commercials than the Budweiser Frogs. Most of them were from “Star Fucking” agency BBDO. Who never saw a celebrity they couldn’t use… Or, in the case of Michael Jackson… Set on fire!