Tide: Grass

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

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.

It's a jigsaw puzzle not worth figuring out.

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

i don't understand...

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.

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.