Actor Kumail Nanjiani inserts himself right into a collection of moments the place individuals are coping with severe messes to remind them, along 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 once 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 characteristic actual footage of individuals getting soiled, however Nanjiani seems to be in every single place . 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 out of doors a window as a pet knocks over a cup of espresso, as he tells every particular person, “you’re gonna want extra Tide.”
“We had all these unbelievable clips of on a regular basis folks getting tremendous messy. And we mentioned, ‘alright, how can we discover a approach to inject somewhat humor? Kumail’s comedic chops are off the charts, his facial expressions, and as soon as we noticed him, [we said], he’s the right particular person for this function,” 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, achieved in partnership with its artistic company collaborative Woven. The marketing campaign exhibits 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 throughout the Tremendous Bowl just a few years in the past, and it adopted it up with its “Laundry Night time” which turned 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 purpose was to discover a enjoyable and interesting approach to let folks 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 approach,” mentioned Perez.
Working with Saatchi & Saatchi as a part of P&G’s Woven collaborative, artistic director Lauren Varvara and workforce got here up with the idea based mostly on one of the simplest ways to indicate 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.