If New England Patriots tight end Rob Gronkowski ran his own dry cleaning business, you might notice your shirts coming back looking a little different than when you dropped them off.
This year, Tide tapped the NFL star for its Super Bowl campaign, created by Saatchi & Saatchi. Actor Jeffrey Tambor (of Transparent and Arrested Development fame) will also make an appearance in the campaign.
To kick off the brand’s campaign, both Gronkowski and Tambor star in a teaser that Tide rolled out today.
In the teaser, “Gronk’s Cleaners Discount,” Gronkowski runs his own dry cleaner and brings a special touch to his clients’ clothes, as Tambor discovers when he comes to pick up a shirt that had a nasty soy sauce stain on it.
Turns out in Gronk’s world, and at his dry cleaning business, sleeves are optional. In fact, they’re discouraged. He’s generous enough to give Tambor a discount, though: $8.50 for a shirt without stains and sleeves. Sadly, Tambor is not on board with the wardrobe change. “I don’t want this,” Tambor says sadly as he walks out of Gronk’s store.
The two might seem like an unlikely pairing, but in the first teaser, their chemistry is wonderfully awkward and bodes well for the Big Game spot.
The brand will continue to roll out teasers this week ahead of the game and will debut the final spot during the Super Bowl. Tide promises to show America “a better way” to clean (using Tide, of course) through the game-day spot.