Tide marks the release of their new Power Pods with this self-aware, conceptually brilliant and of course, very funny spot which informs the viewer that ‘You’re Gonna Need More Tide.’

The ad, from Saatchi & Saatchi NY, both celebrates the meme-culture that has made Tide an internet phenomenon over the years, whilst also cleverly reframing some of the most messy, viral videos thanks to the digital inclusion of Kumail Nanjiani. 

From collapsing ceilings and a baby covered in peanut butter, to exploding watermelons, Nanjiani’s trademark charm and wit reinvents these grimy meme-worthy moments, sourced and cleared by STALKR, as the perfect opportunity for Tide’s new Power Pods to do what they do best.