Creativity

Tide 2X Ultra: Stains Don't Stand A Chance

A container of Procter & Gamble's Tide 2X Ultra doesn't boast a telephoto lens, but an arresting macro view of humanoid fibers is Saatchi & Saatchi/New York's answer to communicating its cleaning power. One of those concentrated deter

Published on Jun 05, 2007

Editor's Pick

A container of Procter & Gamble's Tide 2X Ultra doesn't boast a telephoto lens, but an arresting macro view of humanoid fibers is Saatchi & Saatchi/New York's answer to communicating its cleaning power. One of those concentrated detergents that are supposed to pack a big cleaning punch in a little bottle, this print campaign packs a curiously masculine creative punch — mobs on the attack, featuring football players, medieval warriors and club-wielding riot police. These are aimed at women, right? Yes, says CD Audrey Huffenreuter, but "these ads focus on what women want Tide to do for them. In some cases, a woman needs a detergent that will kick ass, and we need to show her that it will. Targeting women doesn't always have to show women, or be soft and heartfelt." Illustrations by British digital wizard Simon Danaher. View more of the 2008 Creativity Award winners.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jun 05, 2007
Executive Creative Director:
Jan Jacobs
Chief Creative Officer:
Tony Granger
Executive Creative Director:
Leo Premutico
Creative Director:
Audrey Huffenreuter
Art Director:
Mark Voehringer
Copywriter:
Jake Benjamin
Designer:
Aaron Padin
Art Buyer:
Alli Taylor
Illustrator:
Simon Danaher
Client:
Tide 2X Ultra
Agency:
Saatchi & Saatchi New York

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.