Give Up Pants

Agency Network: 
May 2010


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.

Film advertisement created by Saatchi & Saatchi, United States for Tide, within the category: House, Garden.

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
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Highest Rated

Prime83's picture


Activity Score 497
Creative Director at Huella Publicidad
sirvan's picture

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.

Activity Score 29856


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

perromalo's picture

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!!!

Activity Score 435
Creative Director at Mateo&co
Paloma's picture

Really fun.

Activity Score 531
Paloma's picture

...and agree, the acting is really great

Activity Score 531
Prime83's picture


Activity Score 497
Creative Director at Huella Publicidad
peterwbauman's picture

the tagline really pulls it all together
great acting

Activity Score 107
Copywriter at Athens, GA
Guest's picture

great job arnold

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