Saatchi, Burrell Bow Tide/Downy

Procter & Gamble will back a new Tide/Downy combination product with TV and print ads from Publicis Groupe’s Saatchi & Saatchi, New York, and diversity-marketing efforts from Publicis-backed Burrell Communications, Chicago. A 15-second teaser spot from Saatchi broke earlier this month; 30-second spots will debut in September; a national print effort begins in October. Burrell’s TV campaign launches in September with a 30-second spot; two print campaigns will run this fall.