Kumail Nanjiani Cleans Up Some Big Messes in Tide's March Madness Campaign

Tide, the laundry detergent brand, has teamed up with actor Kimail Nanjiani to remix viral videos where things get messy.

In the new ad, ‘You’re Gonna Need More Tide,’ Kumail, famous for his Marvel ‘Eternals’ role, is inserted into internet moments that call for a clean up, from a peanut-butter-covered baby to a Sonic employee who drops blue slush into a customer’s car.

The comedic campaign suggests that Tide Power Pods, which the brand says pack 85% more laundry detergent than existing products, might just be the solution.

Directed by Traktor through Stink Films and developed by Saatchi & Saatchi New York, the campaign debuted during the NCAA March Madness tournament, followed by the NFL Draft and the Kentucky Derby. In addition to broadcast spots, the campaign includes social media content, such as shareable memes, videos, gifs and AR lenses, in an effort to foster user-generated content.