Give Up Pants

May 2010
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Now the awesome cleaning power of Tide can go anywhere, as demonstrated in the well executed :45 by Tool of North America's Sean Ehringer via Saatchi & Saatchi New York. The spot opens with two stylishly dressed men standing in their swanky hotel room, awaiting their friend so they can hit the town. When he emerges wearing a suit jacket and tight sweat pants, his buddies try to talk him into changing duds by pointing out a large smudge on his unfortunate clothing choice. Undeterred, the defiant friend pulls a Tide to Go stick from his pocket to make the stain on his "comfortable, cool, low-key, gray slacks" disappear before charging off into the night.

Advertising Agency: Saatchi & Saatchi New York, USA
Chief Creative Officer: Gerry Graf
Global Creative Director: Maru Kopelowicz
Associate Creative Director: Chris Beresford-Hill
Art Director: Dan Lucey
Copywriter: Michael Illick
Account Supervisor: Jessica Bindman
Planners: Wanda Pogue, Julie Dombreval
Agency Producer: Lynn Appel
Prod Company: Tool of North America
Director: Sean Ehringer
DP: Marc Laliberte-Else
EP: Brian Latt
EP Digital: Dustin Callif
Production Service Company: Avion Films
Producer: Marie Robertson
Editorial: Cutting Room
Editor: Mike Douglas
Assistant Editor: Conor O'Flynn
Producer: Melati Pohan
Shoot Location: Toronto, ON

Comments (7)

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great job arnold