How we Turned a superstition into clean jerseys

@Saatchi NY, 2022

 1 in 4 NFL fans have a lucky jersey, a jersey they won’t wash because they believe that it helps their team win. So we used Tide’s NFL partnership to make everyone question this superstition, using the biggest NFL stars to ask their unwashed fans: “What would it take to wash that lucky jersey?”

Check out the spots below:

HOW MANY TOKS would it take?

We got some of the biggest names in the NFL to ask their fans in every online community out there what it would take to garner over a quarter million interactions and 1.6 billion organic impressions.

Creds

CCO: Daniel Lobaton
ECD: Dustin Tomes, Sam Shepherd & Adriano Matos
CD: Lauren Varvara & Adrian Chan
Art: Preethi Balakrishnan
Copy: Will Tran, Kelsey Boyle, Tony Lazzeretti
Director: Kris Belman
Editor: Steve Evans