Tide: Soft Dreams/Hug/Smarty Pants
Advertising Photography - Single/Series
Photography: Philip Rostron Creative Direction: Brett Channer Art Direction: Tyler Serr Copywriting: Shelly Dwyer Account Executive: Tanya Cowan Ad Agency: Saatchi Saatchi Client: Proctor Gamble
The concept behind these ads was that there's a little something extra in every bottle of Tide. The experience of Tide's extra benefits were brought to life through the mother and daughter hugging for Tide with Febreze freshness, a child asleep on a blanket for Tide with a touch of Downy and the confidence of wearing clean white pants for Tide Coldwater.