AGENCY
Saatchi & Saatchi New York *Lead Agency
Sundar Raman, VP, N.A. Fabric Care
Vedran Miletic, Brand Director, N.A. Fabric Care Delivery
Kimberly Doebereiner, BBIC
Paul Chick, Manager, Advertising Production
Jennifer Maxwell, Brand Manager
Alex Perez, Assistant Brand Manager
Matthew Wormington, Assistant Brand Manager
Craig Stimmel, Head of Digital Media and Global Partnerships
Hearts & Science
Andrea Diquez, CEO
Javier Campopiano, Chief Creative Officer
Wanda Pogue, Chief Strategy Officer
Tiffany Graeff, EVP, Global Planning Director
Nayantara Mukherji, Strategy Director
Alan Lin, Digital Director
Paul Bichler, Executive Creative Director
Ryan Martin, VP, Account Director
Daniel Lobaton, Creative Director
Jennifer McGill, Account Executive
Nick Miaritis, SVP, Regional Account Director
Jennifer Brotman, Senior Account Supervisor
Taylor Strategy
MKTG
MMC
SUMMARY
On the night when the sexiest brands in the hottest categories pull out all the stops, a laundry detergent brand won the Super Bowl. Tide accomplished this by shifting from the traditional category focus on the problem of stains to celebrate and take ownership of clean. By elevating the visibility of the unsung benefit and leveraging the night’s uniquely heightened focus on ads, Tide turned every ad on advertising’s biggest stage into a Tide ad.
