Source: Adweek
Saatchi & Saatchi New York launched a new campaign for Tide, with a new, slightly disturbing but very amusing take on the brand’s tagline “If it’s got to be clean, it’s got to be Tide”.
The campaign includes a series of spots featuring some awkward situations in which many of us have found ourselves in – like being offered a spare T-shirt by your roommate who generally sweats a lot.
https://youtu.be/Rg1sRinL_Gc
Brand message is excellently conveyed as you watch the cringe worthy reactions of the characters with whom many can relate. Still, the humor is subtle enough to leave you with that “ugh” stuck in your mind, but without sparking the need to immediately take a shower.
“We agreed that we were going to embrace the actors for what they naturally brought to the table,” Saatchi & Saatchi executive creative director Paul Bichler told Adweek. “We looked for the details that made each of the actors unique and then built on them. The spots are mostly scripted, but we did a bit of improv and let the actors make the characters their own.”
https://youtu.be/OccW-0D5ENk
https://youtu.be/I8bX-w8MIZM
https://youtu.be/fCDgCgml22w
CREDITS:
Client: Tide (Procter & Gamble)
Agency: Saatchi & Saatchi New York
Chief Creative Officer: Jay Benjamin
Executive Creative Director: Paul Bichler
Director of Film Production: John Doris
Producer: Jacob Vogt
Account Director: Ryan Martin
Production Company: Anonymous Content
