Javier Campopiano Saatchi
The CCO of Saatchi & Saatchi NY, Javier Campopiano, was the creative director behind the It’s a Tide Ad campaign, which debuted on February 4, 2018, during Super Bowl 52. The Tide piece grabbed the audience’s attention and had some 2 million hits in a single day. The creative noted the challenges the brief posed for doing advertising scheduled to screen during the event that every year attracts the most TV viewers in the U.S. “This year we had two big challenges: all that airing an ad during the Super Bowl usually implies, and what we accomplished last year, which was the benchmark we were out to beat,” he said.Campopiano said the entire team was aware of how hard it would be to do better than the 2017 campaign, in which the narrator of the pro football final, Terry Bradshaw, appeared with a stain on his shirt so he could show how Tide laundry detergent saved the day for him – without letting the audience know at first that it was a commercial. “We wanted to come up with an idea that could be stretched to cover more than the 30- or 45-second time slot. That’s how we got the notion that any ad that shows clean, impeccable clothes is a Tide ad. It was kind of an out-of-the box approach, but with a budget that allowed us to include a top celebrity and big production values, every advertising genre we parodied turned out to be pretty spectacular” he said.
