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Super Bowl 2013

Tide - Miracle Stain


Good Tidings

Tide, along with Saatchi & Saatchi, Bryan Buckley and The Mill LA, celebrate the fanatic, the sporty and the messy fun of Super Bowl 2013.

When production began there were still four teams in the running for Super Bowl XLVII. "We shot two days before we knew who was heading to the finals, and then one more day once the Ravens and 49ers rivalry had been established," explains Shoot Supervisor Phil Crowe. So The Mill set about collecting the likeness of each possible winner, shooting consecutive stories tailored to each sport figure.

Lucky for Joe Montana fans the 49ers pulled off an impressive victory against the Falcons, cementing not only a spot in the big game, but also a place in Tide's sporty Super Bowl spot.

So what went into this remarkable ad? "The majority of the work involved creating Montanaland completely in CG, along with perfecting the look of the pivotal sauce stain," explains 2D Lead Artist Tim Davies.

"The real pleasure of this spot is that it's a classic Super Bowl commercial," adds Tim. "One not only about football, but tailored to the very day of its premier by featuring the two teams in the big game. It's a real football fan experience!"



  • Agency: Saatchi & Saatchi
  • Executive Producer: Diane Burton
    Creative Director: Daniela Vojta, Susan Young
    Creatives: Keiji Ando
    Chief Creative Officer: Con Williamson,
    Global Creative Director: Maru Kopelowicz


  • Production Company: Hungry Man
  • Director: Bryan Buckley
  • Executive Producer: Kevin Byrne, Dan Duffy, Mino Jarjoura
  • Director of Photography: Scott Henricksen


  • Editing Company: Bikini Editorial

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • Executive Producer: Sue Troyan
  • Head of Production: Arielle Davis
    VFX Producer: Adrienne Britzman
    Telecine Producer: Sarah Laborde
    Colorist: Shane Reed
    Visual Effects Supervisor: Phil Crowe
    Lead Flame Artist: Tim Davies
    2D Artists: Elad Offer, Grant Connor, Steve Cokonis, Margolit Steiner, Martin Karlsson, Remedy Huynh, Ben Smith, Eric DeHaven
    Matte Painters: Shannan Burkley, Andy Wheater
    3D Artists: Tom Graham, Nick Lines, David Hackett
    Designer: Da Hae Kim
    Production Coordinator: Samantha Axelrod
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