Tide To Go: Give Up Pants

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
Aired: April 201

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sirvan's picture
29870 pencils

I would not have understood this commercial without that awesome description. Thank you PR people. Thank you.

PS, although the concept is a bit of a stretch, the writing and acting is great.


"I love some things, and don't love some other things."

perromalo's picture
429 pencils

the tag line "Style is an option. Clean is not" is a really good one. The acting is funny plus the approach to the product benefict in this category is some thing hard to see. Congratulations!!!

Paloma's picture
526 pencils

Really fun.

Paloma's picture
526 pencils

...and agree, the acting is really great

Prime83's picture
497 pencils


peterwbauman's picture
107 pencils

the tagline really pulls it all together
great acting

Guest's picture

great job arnold

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