Tide and the NFL convince superstitious Americans to wash their lucky jerseys
Spots directed by Division 7 director Kris Belman and crated by agency Saatchi & Saatchi/New York.
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America’s #1 laundry detergent brand Tide announced that it is partnering up with an iconic brand once again, the National Football League (NFL). This time to convince, incentivise and reward America to wash their lucky jerseys this football season.
A recent survey revealed that 73% of NFL fans who wear a lucky jersey think it helps their NFL team win, and 52% of NFL fans who wear a lucky jersey keep how often they wash it a secret, so Tide is asking some of the league’s most loyal fans, “what would it take for you to wash your lucky jersey?”
“At Tide, we understand that NFL fans can be very superstitious and that there is a strong emotional connection that fans have with their lucky team items, particularly their lucky jerseys. In fact, we know that 1 in 4 NFL fans haven’t washed their lucky item in one year or more,” said Alex Perez, Senior Brand Director at P&G, North America Laundry. "While we don't disagree that their item may be lucky, we do know it is dirty, so we’re asking what it would take to get fans to wash with Tide to remove both seen and unseen dirt and reward those that do."
Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company division7
- Director Kris Belman
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Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company division7
- Director Kris Belman
- Edit/Mix/VFX/Graphics/Color Harbor Picture Company
- Music Pickle Music + Sound
- Talent Davante Adams
- Senior Copywriter Tony Lazzeretti
- Art Director Koa Webster
- Composer Jon Kubis
- Producer Lupita Alvarez
- DP Shawn Kim
- Partner/Co-Founder Brian Carmody
- Chief Operating Officer Andrew Colon
- Executive Producer/Managing Director Kamila Prokop
- Executive Producer/Managing Director David Richards
- Head of Production Alex Hughes
- Producer Brian Quinlan
- Senior Editor/Creative Director Steve Evans
- Executive Producer Jesse Schwartz
- Post Producer Drew Penkala
- Colorist Oisin O'Driscoll
- Color Producer Brad Martin
- Senior Audio Engineer Walter Bianco
- Producer Chris Cassar
- Creative Director/VFX Kyle Cody
- VFX Producer Naomi Spiro
- Creative Director Alexis Estiz
- Executive Music Producer James Zavaleta
- Chief Creative Officer Daniel Lobaton
- Creative Director Lauren Varvara
- Creative Director Adrian Chan
- Creative Director Mike Ward
- Creative Director Chris Von Ende
- Creative Director Will Tran
- Executive Creative Director Dustin Tomes
- Executive Creative Director Adriano Matos
- Executive Creative Director Sam Shepherd
- Executive Producer Dani Stoller
- Senior Art Director Preethi Balakrishnan
- Senior Copywriter Kelsey Boylan
Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company division7
- Director Kris Belman
- Edit/Mix/VFX/Graphics/Color Harbor Picture Company
- Music Pickle Music + Sound
- Talent Davante Adams
- Senior Copywriter Tony Lazzeretti
- Art Director Koa Webster
- Composer Jon Kubis
- Producer Lupita Alvarez
- DP Shawn Kim
- Partner/Co-Founder Brian Carmody
- Chief Operating Officer Andrew Colon
- Executive Producer/Managing Director Kamila Prokop
- Executive Producer/Managing Director David Richards
- Head of Production Alex Hughes
- Producer Brian Quinlan
- Senior Editor/Creative Director Steve Evans
- Executive Producer Jesse Schwartz
- Post Producer Drew Penkala
- Colorist Oisin O'Driscoll
- Color Producer Brad Martin
- Senior Audio Engineer Walter Bianco
- Producer Chris Cassar
- Creative Director/VFX Kyle Cody
- VFX Producer Naomi Spiro
- Creative Director Alexis Estiz
- Executive Music Producer James Zavaleta
- Chief Creative Officer Daniel Lobaton
- Creative Director Lauren Varvara
- Creative Director Adrian Chan
- Creative Director Mike Ward
- Creative Director Chris Von Ende
- Creative Director Will Tran
- Executive Creative Director Dustin Tomes
- Executive Creative Director Adriano Matos
- Executive Creative Director Sam Shepherd
- Executive Producer Dani Stoller
- Senior Art Director Preethi Balakrishnan
- Senior Copywriter Kelsey Boylan
Tide has enlisted multiple NFL teams and players, including Las Vegas Raiders Wide Receiver Davante Adams, NFL Linebacker Clay Matthews, Kansas City Chiefs Tight End Travis Kelce, and Pittsburgh Steelers Wide Receiver Chase Claypool, to encourage their fans to wash their #LuckyJersey.
Through a series of content and social CTAs they’ll ask fans, “What Would It Take?” for them to wash their jerseys, offering them incentives ranging from autographed football items to a chance to meet their favourite players. The campaign launched early on in the season, with each player and team’s post including contest details.
The partnership motivates NFL fans to use Tide Hygienic Clean Heavy Duty 10x, which removes both visible and invisible dirt from their favourite jerseys or any clothing item that may be dirtier than they look.
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