Actor Kumail Nanjiani inserts himself right into a collection of moments the place individuals are coping with severe messes to remind them, together with his signature dry wit, that they’re “gonna want extra Tide.”
The marketing campaign for the detergent model’s new Tide Energy Pods finds Nanjiani in a collection of scenes the place individuals are within the means of getting soiled and messy, like after they’re adopting a pet, strolling by means of a puddle, getting hit by dusty falling particles, coping with a sloppy toddler or discovering out they’re having triplets.
All of the scenes function actual footage of individuals getting soiled, however Nanjiani seems to be in all places unexpectedly. He’s digitally positioned in every scene, like on a sofa the place a ceiling falls on a man as he’s watching tv and outdoors a window as a pet knocks over a cup of espresso, as he tells every individual, “you’re gonna want extra Tide.”
“We had all these unbelievable clips of on a regular basis individuals getting tremendous messy. And we stated, ‘alright, how will we discover a method to inject slightly humor? Kumail’s comedic chops are off the charts, his facial expressions, and as soon as we noticed him, [we said], he’s the proper individual for this position,” Alex Perez, senior model director for North America Laundry, advised Adweek.
Getting soiled is unavoidable and Tide is assembly them with its “You’re Gonna Want Extra Tide” marketing campaign, executed in partnership with its inventive company collaborative Woven. The marketing campaign reveals that the brand new product has 85% extra Tide in each pack for a extra full clear following these soiled moments.
Assembly cultural moments
The brand new marketing campaign is a one other instance of the P&G model assembly cultural moments head on. Tide’s “It’s a Tide Advert” brilliantly captured viewers through the Tremendous Bowl a couple of years in the past, and it adopted it up with its “Laundry Evening” which grew to become a nationwide debate that bled over into social media.
With “You’re Gonna Want Extra Tide,” the model hopes to once more seize customers’ consideration, this time by highlighting actual moments.
“Our objective was to discover a enjoyable and interesting method to let individuals find out about Tide Energy Pods, however actually to make it one thing that’s shareable by means of memes and movies and lenses and inspiring user-generated content material to drive engagement in a memorable manner,” stated Perez.
Working with Saatchi & Saatchi as a part of P&G’s Woven collaborative, inventive director Lauren Varvara and group got here up with the idea primarily based on the easiest way to point out how messy life might get was utilizing actual life scenes. It’s one that may match quite a few codecs and platforms, not simply the hero tv spots.
