The Tide Absolute Campaign Keeps Clothes Lasting Longer

By: Meghan Young - Published: Dec 20, 2011 • References: leoburnett & ibelieveinadv
Black clothing isn't the only color that fades with time, as the Tide Absolute campaign shows. White seeps out of clothes as well, but thanks to this detergent product, that aging process is slowed down significantly. As the ad campaign's tag line states, "Wherever you loose whiteness, Tide Absolute gets it back."

Conceived and executed by Leo Burnett, an ad agency based in Warsaw, Poland, the Tide Absolute campaign may be simple, but it gets the message across loud and clear. It features images of common areas such as the dining room and football field with traces of white that people have left behind.

The Tide Absolute campaign was art directed by Sylwia Rekawek and Malgorzata Nierodzinska, and photographed by Lukasz Murgrabia. Stats for White Residue Detergent Ads Trending: Older & Chilly
Research: 2,171 clicks in 231 w
Interest: 2.5 minutes
Concept: Tide Absolute Campaign
Related: 47 examples / 36 photos
Segment: Neutral, 18-55
Comparison Set: 17 similar articles, including: groomed fast food ads, danger-avoiding auto ads, and tv detective ads.