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

Brand Marketing

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

Communal swim trunks? No, thanks!

David Gianatasio

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David Gianatasio