November 2011

Creative Director: Heinze.Iwinski

Print advertisment created by Leo Burnett, Poland for Tide, within the category: House, Garden.

Wherever you lose whiteness, Tide gets it back.

Advertising Agency: Leo Burnett, Warsaw, Poland
Art Directors: Sylwia Rekawek, Malgorzata Nierodzinska
Copywriter: Justyna Nakielska
Photographer: Lukasz Murgrabia
Mock-up: Slawek Semczuk

Comments (19)

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Highest Rated

Milan Solanki's picture
Milan Solanki
Activity Score 994

its for an average consumer, absolutely not bright

Shawali's picture
Activity Score 8442


No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

thedesignaddict's picture
Activity Score 5403

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

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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

kleenex's picture
Activity Score 46931

seems like it.

vote4pedro's picture
Activity Score 4601

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
Activity Score 598

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.

NicoCiego's picture
Activity Score 1033

Make that two aspirin.

Spanky's picture
Activity Score 4899

It's a jigsaw puzzle not worth figuring out.

iambusy's picture
Activity Score 2219

three asp...


Hadrons's picture
Activity Score 6041

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


whitewhite's picture
Activity Score 251

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
Activity Score 2617

i don't understand...

miko1aj's picture
Activity Score 3086

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
Activity Score 1023

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
Activity Score 353

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

TheWasteBin's picture
Activity Score 108

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
Activity Score 2355

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
Activity Score 994

its for an average consumer, absolutely not bright