Tide: Grass

Wherever you lose whiteness, Tide gets it back.

Advertising Agency: Leo Burnett, Warsaw, Poland
Creative Director: Heinze.Iwinski
Art Directors: Sylwia Rekawek, Malgorzata Nierodzinska
Copywriter: Justyna Nakielska
Photographer: Lukasz Murgrabia
Mock-up: Slawek Semczuk
Published: November 2011

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Shawali's picture
8393 pencils


No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

thedesignaddict's picture
5372 pencils

I have no idea what's going on in this ad.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I'm puzzled too. Was the bench just painted?

kleenex's picture
27802 pencils

seems like it.

vote4pedro's picture
4601 pencils

As far as I can tell, the "concept" is that Tide gets your clothes so white, they'll make everything else your clothes touch white. But whatever they were going for, it's not very clear.

Edit: Now that I look at it again, I think they meant the visuals to be more symbolic. As if the white spots are ghosts of the whiteness you're leaving behind. It's one of those ideas that the creative team thinks is perfectly clear. But the average consumer will never understand.

simonds08's picture
598 pencils

I think the concept is a trading paint type thing... the person picked up some dirt from the bench and therefore lost whiteness in his ass. Also, it was poorly translated and "loose" was supposed to be "lose" - I think?

Either way, it is way too confusing and I now need an aspirin.

ivan's picture

Agency thanks you. It's now fixed.

Ivan Raszl, admin of AotW

NicoCiego's picture
1035 pencils

Make that two aspirin.

Spanky's picture
4898 pencils

It's a jigsaw puzzle not worth figuring out.

iambusy's picture
2219 pencils

three asp...


Hadrons's picture
5743 pencils

I like the reverse effects the agency presents - very creative maybe too sophisticated to some... :-))


whitewhite's picture
253 pencils

I think the idea is a someone lost some 'white' on the bench ( i dont know how) and tide will get the lost white back. (I dont know how)

MicheleVirgilio's picture
2617 pencils

i don't understand...

miko1aj's picture
3098 pencils

Besides hermetical philosophy of this work i wonder how long creatives would have to suffer ads made just for gaining awards. Second thing is – really, if we do ghost-print, can't we be more pushy into some new terrain when it comes to layout and photography treatment? Small logo, delicate typography and just simple picture – it is some sort of cliche ingredients for this kind of stuff.

Wordfruit's picture
1023 pencils

People literally lose 'whiteness' -- on benches and things...

Like other people, I say the concept is too cryptic.

I totally see this, from vote4pedro: "It's one of those ideas that the creative team thinks is perfectly clear."

But it's only clear after you get it. I don't think people will get it quick enough.

hoozn's picture
353 pencils

Why whiteness? And do black people lose whiteness too? I dont get it. Maybe cos english is not my native language...

who cares? ima play some tunes instead http://www.mixcloud.com/hoozn/

TheWasteBin's picture
108 pencils

Ok guys, this one's more obvious than it might seem. "Wherever you lose whiteness" as in it fades overtime due to wear, "Tide gets it back." by having a product that's so good it restores the color or "whitness" in this case, to your clothes. At least that's the connection I made. Worked for me. Nothing great though.

jackblack's picture
2261 pencils

I can see the millions of housewives who buy laundry detergent for their homes getting this and rushing out to Target to buy some.

Milan Solanki's picture
Milan Solanki
986 pencils

its for an average consumer, absolutely not bright

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