The campaign, 'You’re Gonna Need More Tide,' features Kumail Nanjiani cleaning up quite a few messes, with the tagline “more clean in here for all the mess out there.” 

The spot whisks the viewer through many of life’s messiest moments, featuring real life situations and cut-ins that make these spots super relatable. The campaign highlights Tide Power PODS, which have 85% more Tide in every pack, to keep up with bigger washing machines and dirtier days.

Tide Pods are beloved and revered on the Internet and this campaign is designed to engage viewers socially, in addition to broadcast spots the campaign includes shareable memes, videos, GIFs and lenses and encourages user-generated content (UGC) to drive engagement in a memorable way.