Now the awesome cleaning power of Tide can go anywhere, as demonstrated in the well executed :30 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.

Read more: http://www.trustcollective.com/portfolio/content/tool_tide.php

Credits:

Client: Proctor & Gamble/Tide/Tide To Go
Spots Title: Give Up Pants (featured), Closet Raid
Air Date: April 2010

Agency: Saatchi & Saatchi New York
CCO: Gerry Graf
Global CD: Maru Kopelowicz
Associate CD: Chris Beresford-Hill
Art Director: Dan Lucey
Copywriter: Michael Illick
Account Supervisor: Jessica Bindman
Planner(s): 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

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