Tide Film CLOSET RAID by Saatchi & Saatchi USA, Tool Of North America

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Industry Washing powders & Detergents
Media Film
Market United States
Agency Saatchi & Saatchi USA
Agency Tool Of North America
Director Sean Ehringer
Creative Director Maru Kopelowicz
Art Director Daniela Teixeira Vojta
Copywriter Susan Young
Editor Mike Douglas @ Cut
Released August 2010

Credits & Description

Category: Household: Cleaning Products
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE
Production Company: TOOL OF NORTH AMERICA, Santa Monica, USA
Date of First Appearance: Aug 1 2010
Chief Creative Officer: Gerry Graf
Creative Director: Maru Kopelowicz
Copywriter: Susan Young
Art Director: Daniela Teixeira Vojta
Agency Producer: Lynn Appell
Director: Sean Ehringer
Editor: Mike Douglas
Music: Music: Ryan Fitch
Editing Company: The Cutting Room

English Description
The brief was to communicate that Tide's new Acti-Lift formula removes even dried-in stains as if they were fresh while keeping within the bigger campaign idea "style is an option. clean is not."
The solution was to show the product as a kind of get out of jail free card that lets you get away with not instantly treating a stain without ruining your style.