Ad of the Day: You Might Feel a Bit Dirty After Watching These Wry New Ads From Tide

Saatchi & Saatchi wrings wry humor out of some socially awkward scenarios in its latest campaign for detergent brand Tide.

Look, this stuff isn't soil-yourself funny—which is kind of a shame, actually, because Tide's vaunted cleaning action would really come in handy if it were. Still, the slightly warped setups and restrained sensibility feel just right for the P&G mainstay, which closes each installment with its classic tagline, "If it's got to be clean, it's got to be Tide."

First up, we have an examination of bathroom habits set to a funk-ay retro-club beat:

Whoa, maybe just burn that towel, OK?

"We're speaking to those who have ever questioned whether they need a detergent that cleans as well as Tide," says Paul Bichler, executive creative director at Saatchi & Saatchi New York. "We're inviting them to reconsider by showing them some truths about how their clothes are really used."

Inconvenient truths play into this next spot, as a woman discovers her house renters helped themselves to her favorite bathrobe:

"We agreed that we were going to embrace the actors for what they naturally brought to the table," says Bichler. "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."

That approach really pays off in relaxed, slightly askew performances, especially in ads set during a pool party, where a pair of oft-worn swimming trunks known as "the spare" causes much consternation:

Ultimately, the dude suits up and dives in. Hope that water's chlorinated!

"We were looking for a humble pool that a could feel like a new installation, but we were having difficulty finding the right thing," Bichler recalls. "So, we picked a location and the art department refurbished the deck, built a whole new wood facade to the pool and landscaped it. And we paid the homeowner for the privilege. They made out like bandits. I want that gig!"

Yeah, it's a dirty job, but someone's gotta do it.

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

Regional Business Director: Nick Miaritis

Account Director: Ryan Martin

Account Supervisor: Jen Brotman

Account Executive: Emily Hook

Senior Business Affairs Manager: Lisa Rimmer

Director: Max Sherman

Production Company: Anonymous Content

Executive Producer, Managing Director: Eric Stern

Executive Producer, Production: SueEllen Clair

Head of Production: Kerry Haynie

Director of Photography: Bobby Shore

Production Designer: Michael Walker

Line Producer: Isil Gilderdale

Editorial Company: Cosmo Street

Editors: Tom Scherma, Aaron Langley

Assistant Editors: Nellie Phillips, Chrissy Doughty

Executive Producer: Maura Woodward

Senior Producer: Luiza Naritomi

Finishing Company: Switch FX

Lead Flame Artist: Jon Magel

Flame Artist: Andrew Rea

Executive Producer: Diana Dayrit

Producer: Cara Flynn

Color: Company 3

Colorist: Sofie Borup

Music Company: duotone audio group

Executive Producer: Ross Hopman

Producer: Gio Lobato

Audio Post: duotone audio post

Sound Design: Juan Aboites

Mixer: Andy Green

Executive Producer: Greg Tiefenbrun