David Harbour Hijacks All the Ads in Tide's Meta Super Bowl Spot

P&G's Tide has possibly taken the title for best Super Bowl ad of 2018 with this totally meta campaign starring Stranger Things actor David Harbour. 

Created by Saatchi & Saatchi New York and directed by Traktor through Rattling Stick, the commercials feature Harbour parodying tropes often found in beer, perfume and car ads, before questioning if every Super Bowl ad is, in fact, a Tide ad. 

There are four ads in total - one 45-second establishing ad and three 15-second ads, in which Harbour sneaks his way in to commercials for the likes P&G's of Mr. Clean and Old Spice. 

“The Super Bowl is a moment where people are not only engaged in the game, but with the ads, so this year we sought to play into the commercials in a bigger, more creative way,” said Javier Campopiano, Chief Creative Officer of Saatchi & Saatchi New York. “Piggybacking off of last year, we’ve employed similar tactics in bridging our idea and the event and connecting viewers in a relevant and creative way. Clean clothes are obviously the hallmark of Tide, we used this concept to integrate a campaign that pushes the boundaries of advertising within the Super Bowl, while still remaining true to our devoted audience.”  

Full Credits

Client: Procter & Gamble

VP, North America Fabric Care - Sundar Raman

Brand Director, North America Fabric Care Delivery - Vedran Miletic

BBIC - Kimberly Doebereiner

Manager, Advertising Production - Paul Chick

Brand Manager - Jennifer Maxwell

Assistant Brand Manager - Alex Perez

Brand Communications Manager - Matthew Wormington

Creative Agency: Saatchi & Saatchi NY

Chief Executive Officer – Andrea Diquez

Chief Creative Officer - Javier Campopiano

Executive Creative Director - Paul Bichler

Creative Director - Daniel Lobaton

Creative Director - Chad Baker

Associate Creative Director - Max McKeon

Art Director - Erin Evon

Art Director - Jacopo Biorcio

Associate Creative Director - Kiko Mattoso

Associate Creative Director - Rafael Segri

Senior Art Director - Maddy Kramer

Copywriter - Blake Morris

Director of Integrated Production – Jenny Read

Executive Producer - Dani Stoller

Producer - Danielle Hallack

Director of Business Affairs - Robin Oksenhendler

Senior Business Affairs Manager - Lisa Rimmer

Strategy Director - Nayantara Mukherji

Digital Director - Alan Lin

Strategist - Corina Arnal

SVP, Regional Account Director - Nick Miaritis

VP, Account Director - Ryan Martin

Senior Account Supervisor - Jennifer Brotman

Account Supervisor - Guillermo Betancourt

Ecommerce Account Manager - Jed Karnowski

Account Executive - Jennifer McGill

Assistant Account Executive - Courteney Case

Production Company: Rattling Stick

Director - Traktor

Partner/Executive Producer - Joe Biggins

Executive Producer - Jeff Shupe

Executive Producer/Traktor - Richard Ulfvengren

Head of Production - Richard McIntosh

Director of Photography - Hoyte van Hoytema

Production Designer - Tom Hartman

Line Producer - Rachel Curl

Editorial Company: Arcade Edit

Editor - Jeff Ferruzzo

Assistant Editor - Jeff Lopus

Executive Producer - Sila Soyer

Producer - Andrew Cravotta

VFX: The Mill

Creative Director - Becky Porter

VFX Supervisor - James Allen

Executive Producer - Anastasia von Rahl

Producer - Marcus Speaker

Music: Personel Music 

Composer - Alexis Estiz

Producer - Courtney Jenkins

Mixer: Philip Loeb

Color: Tom Poole

Media: Hearts and Science

Executive Business Director - Daniel Bueckman

Director, Senior Category - Scott Minor

Director, Video Investment  - Shari Wyler

Associate Director, Biddable Social - Mariko Hunt

Associate Director, Biddable Search - Cate French

Supervisor, Search - Kevin Bonnesen

Strategy Supervisor - Claire Richard

Strategy - Steven Signore

Strategist, Biddable - Rebekah Hsiung

Managing Director, Optimum Sports - Jeremy Carey

Senior Director, Optimum Sports -  Matt Greenberg

Account Director, Optimum Sports - Kristen Grey

Associate Director, Optimum Sports - Sam Levy

Associate Director, Optimum Sports - Neil Messing

Supervisor, Optimum Sports - Jack Knobloch

Celebrity Talent Acquisition: Platinum Rye Entertainment

Senior Director, Talent - Lori Heckman Golden 

Director, Sports Marketing - Brad Griffiths 

Manger, Talent - Megan Ryan

PR: Taylor

Managing Partner - John Liporace

Vice President - Travis Rexroad

Vice President - Brianna Kauffman

Account Supervisor - Alex Stathis

Senior Account Executive - Kayla Kaplan

Assistant Account Executive - Halley Barnes

Creative Director - Brianna Bishop

Senior Copywriter - Chris Shreve

Social Media Manager - Mike Macias

PR: MMK

Chief Strategy Officer - Joydeep Dey

Group Senior Vice President - Lindsay Kamin

Senior Vice President - Dustin Sveum

Senior Vice President - Samantha Halpern

Senior Vice President - Marissa Festante

Vice President - Alex Taylor

Sports Marketing: MKTG

Senior Vice President - Sam Riber

Senior Director - Jordan Futscher 

Account Associate - Rob Sipniewski