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

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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

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    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!

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