Tide: Longer

Advertising Agency: Leo Burnett, Frankfurt, Germany
Creative Directors: Ulf Henniger von Wallersbrunn, Andreas Stalder
Copywriter: Volker Mueller
Art Director: Daniela Ewald
Photographer: Ramona Heinze
Executive Creative Director: Andreas Pauli
Associate Executive Creative Director: Kerrin Nausch
Client Service Director: Uli Barth
Regional CD LB London: Don Bowen
Print Production: Thorsten Zeh

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21 comments

hartspueler's picture
hartspueler
296 pencils

same technique was used not to long ago for either anti-smoking or air pollution, don't quite remember. the whole poster stayed white, while slowly a lunge began to evolve out of the dirt. i think it was even on aotw.

thirty6chambers's picture
thirty6chambers
1464 pencils

no, you got it reversed. It was white at first and slowly became dirty creating a silhouette of a lung out of the dirt. same thing goes for the orkin pest control ad a few years back. that collected bugs instead of dirt.

Wordnerd's picture
Wordnerd
6662 pencils

yeah this is the other way round. better in my opinion - cause it is much harder to make real advertising than just raise awareness for a good cause

Guest commenter's picture
Guest commenter

i wonder how long does it have to take before the effect can be noticed?

Jesperen's picture
Jesperen
12 pencils

it rocks. cool way to present the core strength of the product. the coherence between product and execution makes it very convincing, i think.

Fewer words are always better

Eightball's picture
Eightball
200 pencils

An english Line for german people?

SeanMartin's picture
SeanMartin

Many foreign ads are photoshopped with english translations for AOTW.

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No, I am not a media buyer.

Guest's picture
Guest

If this is photoshopped, perhaps the complete ad is so, too.

regarules's picture
regarules
16 pencils

there should be a movie somwhere in the outer www ... so this isn't photoshopped.

regarules's picture
regarules
16 pencils

"Regional CD LB London: Don Bowen" - maybe this wasn't published in Germany but in an English speaking country. Guess so.

I the worldwide Leo Burnet network there are some cooperations - quite normal for a national agenty network.

Will John's picture
Will John

Remember me an ad done for Aluminium Audi A2. But this one is very nice too.

Guest's picture
Guest

done in hongkong for air pollution.

Guest's picture
Guest

good morning :)

Guest's picture
Guest

briiiliant

purplehazegirl's picture
purplehazegirl
52 pencils

same thing used for an anti smoking ad.... where lungs disappear after a couple of days ....

Guest's picture
Guest

this is real life - big points, respect!

Guest's picture
Guest

Pathetic!This is a very well known ad done several years ago by a London agency,can't remember which one.I think it was for Ariel washing powder and only the materials used have changed.Admen and women are thinking less and less and it shows.Glory for the original thinkers and ridicule for the charlatans!Boo..Hiss!

Guest's picture
Guest

Pathetic!This is a very well known ad done several years ago by a London agency,can't remember which one.I think it was for Ariel washing powder and only the materials used have changed.Admen and women are thinking less and less and it shows.Glory for the original thinkers and ridicule for the charlatans!Boo..Hiss!

Guest's picture
Guest

You used a self cleaning material. Does Tide have anything to do with this idea?

peak900's picture
peak900
211 pencils

yes, it does: tide says there's a certain protection effect - and besides that, there's COLD WATER POWDER, shown by the rain dropping on the billboard.

Guest's picture
Guest

my only problem would be....can you even claim something like a "longer lasting whiteness"????? its ridiculous.. the detergent cant deliver such a benefit.... it can wash great maybe, but it cannot prevent a white garment from getting dirty... does tide have some sort of secret thing that covers your whites with a special film so it wont get dirty? I DONT Think SO

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