Grass

Campaign
Agency Network: 
Published/Aired: 
November 2011
Tide:  Grass

Description

Creative Director: Heinze.Iwinski

Print advertisement created by Leo Burnett, Poland for Tide, within the category: House, Garden.

Caption

Wherever you lose whiteness, Tide gets it back.

Advertising Agency: Leo Burnett, Warsaw, Poland
Art Directors: Sylwia Rekawek, Malgorzata Nierodzinska
Copywriter: Justyna Nakielska
Photographer: Lukasz Murgrabia
Mock-up: Slawek Semczuk
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Shawali's picture

???

Shawali
Activity Score 8408
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

jackmancer2017's picture

I'm puzzled too. Was the bench just painted?

jackmancer2017
Activity Score 6950
Copywriter at Editor/Student
kleenex's picture

seems like it.

kleenex
Activity Score 57557
Web Designer/Developer
vote4pedro's picture

As far as I can tell, the "concept" is that Tide gets your clothes so white, they'll make everything else your clothes touch white. But whatever they were going for, it's not very clear.

Edit: Now that I look at it again, I think they meant the visuals to be more symbolic. As if the white spots are ghosts of the whiteness you're leaving behind. It's one of those ideas that the creative team thinks is perfectly clear. But the average consumer will never understand.

vote4pedro
Activity Score 4549
Copywriter
simonds08's picture

I think the concept is a trading paint type thing... the person picked up some dirt from the bench and therefore lost whiteness in his ass. Also, it was poorly translated and "loose" was supposed to be "lose" - I think?

Either way, it is way too confusing and I now need an aspirin.

simonds08
Activity Score 550
ivan's picture

Agency thanks you. It's now fixed.

ivan
Creative Director at Ads of the World
NicoCiego's picture

Make that two aspirin.

NicoCiego
Activity Score 1019
Art Director at Quezon City Philippines
Spanky's picture

It's a jigsaw puzzle not worth figuring out.

Spanky
Activity Score 4781
Other
iambusy's picture

three asp...

iambusy
Activity Score 2213
Copywriter |

busy.

Hadrons's picture

I like the reverse effects the agency presents - very creative maybe too sophisticated to some... :-))

Hadrons
Activity Score 5832

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

whitewhite's picture

I think the idea is a someone lost some 'white' on the bench ( i dont know how) and tide will get the lost white back. (I dont know how)

whitewhite
Activity Score 249
Copywriter
MicheleVirgilio's picture

i don't understand...

MicheleVirgilio
Activity Score 2569
miko1aj's picture

Besides hermetical philosophy of this work i wonder how long creatives would have to suffer ads made just for gaining awards. Second thing is – really, if we do ghost-print, can't we be more pushy into some new terrain when it comes to layout and photography treatment? Small logo, delicate typography and just simple picture – it is some sort of cliche ingredients for this kind of stuff.

miko1aj
Activity Score 3010
Wordfruit's picture

People literally lose 'whiteness' -- on benches and things...

Like other people, I say the concept is too cryptic.

I totally see this, from vote4pedro: "It's one of those ideas that the creative team thinks is perfectly clear."

But it's only clear after you get it. I don't think people will get it quick enough.

Wordfruit
Activity Score 973
hoozn's picture

Why whiteness? And do black people lose whiteness too? I dont get it. Maybe cos english is not my native language...

hoozn
Activity Score 355
Vienna |

who cares? ima play some tunes instead http://www.mixcloud.com/hoozn/

TheWasteBin's picture

Ok guys, this one's more obvious than it might seem. "Wherever you lose whiteness" as in it fades overtime due to wear, "Tide gets it back." by having a product that's so good it restores the color or "whitness" in this case, to your clothes. At least that's the connection I made. Worked for me. Nothing great though.

TheWasteBin
Activity Score 108
Copywriter at Deluxe Corporation
jackblack's picture

I can see the millions of housewives who buy laundry detergent for their homes getting this and rushing out to Target to buy some.

jackblack
Activity Score 2346
Art Director
Milan Solanki's picture

its for an average consumer, absolutely not bright

Milan Solanki
Activity Score 988
Copywriter at Purple Phase Communications
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