Tide
Featured Tide projects
This week's top Tide projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Tide · Collateral Stain Stories
In Collateral Stain Stories, Tide explores the domestic reality of living in a superhero-influenced world, centering on the cleanup required after large-scale incidents. The commercial frames laundry challenges within a cinematic narrative, bridging the gap between high-stakes action sequences and the practical necessity of stain removal. The project features live-action technique and slow motion sequences, maintaining a fast-paced aesthetic that mirrors the gravity of the depicted collateral damage. Developed by Saatchi & Saatchi, the campaign introduces Tide Oxi Boost as a solution for demanding cleaning tasks within this distinct CPG landscape.
Tide · Cold Callers Case Study
Tide's Cold Callers case study examines the impact of sustainable washing habits, specifically highlighting the energy conservation benefits of cold-water cleaning cycles. Produced by Saatchi & Saatchi New York, the campaign bridges the gap between industrial carbon footprints and domestic routine, utilizing drone footage and live-action technique to visualize environmental savings. The narrative sequence contrasts macro-level imagery of urban infrastructure with intimate shots of the laundry process. Through a series of clean, commercial visuals, the project details the carbon dioxide reduction achieved by switching temperatures, punctuated by the dissolution of product pods in water.
Tide · Tide 'Cloak vs Tuna Melt'
Tide's 'Cloak vs Tuna Melt' commercial spot follows a comedic narrative featuring Benedict Wong. The film positions the actor within a mystical, dramatically lit interior that contrasts deep, moody shadows with the practical realities of laundry care. Produced by BULLITT with agency and creative direction by Saatchi & Saatchi, the project leverages cinematic lighting and VFX to bridge the gap between fantastical elements and household maintenance. The spot highlights the tension of a stain on a red cloak, utilizing a live-action technique to integrate magical portals with everyday domestic settings.
Tide · You're Gonna Need More Tide
Tide’s 'You're Gonna Need More Tide' campaign is a series of comedic vignettes depicting various household mishaps. The film highlights everyday scenarios, ranging from a collapsing couch to a child covered in food, to anchor the brand within a domestic context. Developed by agencies Saatchi & Saatchi New York and Saatchi X, the production features a live-action technique with candid lighting. Post-production and visual effects were provided by CARTEL and The Mill US, with sound design by Pickle and The Harbor Picture Company.
Tide · You're Gonna Need More Tide
Tide's 'You're Gonna Need More Tide' campaign is a commercial series focused on the reality of household messes. Developed by agency Saatchi & Saatchi with production handled by STALKR, the project uses a narrative structure centered on relatable, everyday mishaps. Employing a live-action technique, the spots capture various domestic vignettes ranging from living room scenarios to meal-time spills. The production leans into natural indoor and outdoor lighting to maintain a clean, authentic aesthetic throughout the campaign.
Tide · The Grapevine
Tide's 'The Grapevine' project is a beverage-focused campaign that adopts a cinematic and moody aesthetic. The work utilises live-action techniques to build an atmospheric narrative, grounding the imagery in a desaturated, cool-toned palette. Captured with natural light and a distinctly analogue film look, the production features wide shots of desolate, misty landscapes contrasted with intimate, rain-drenched close-ups of vineyard elements. Production for the film was handled by Camp Lucky.
Tide · The Pile
Tide tackles the challenges of domestic chores in 'The Pile,' a comedic commercial featuring a household scene where men emerge from an expansive, precarious heap of laundry. The project leans into a humorous narrative style, using live-action technique to showcase the product in a domestic laundry room setting. Developed by Saatchi & Saatchi USA, the film highlights the functionality of the detergent through the interactions of characters managing various laundry loads. The production captures a clean, approachable aesthetic within a standard home environment.
Tide · Cloak vs Tuna Sandwich
Tide delivers a creative brand integration with this campaign piece titled 'Cloak vs Tuna Sandwich'. The narrative follows a scene in a dimly lit, period-furnished interior where a floating magical cloak encounters a spill during a sandwich break. Featuring the character Wong, the spot utilizes live-action technique and extensive VFX to show the garment being cleaned through a portal. With cinematic lighting and a nostalgic tone, the production highlights the product’s presence within a movie-inspired setting.
Tide · Stains Happen to the Best of Us
Tide’s commercial, Stains Happen to the Best of Us, captures a series of relatable mishaps involving accidental spills on clothing. Featuring appearances by athletes Noah Lyles and Carl Lewis, the campaign leans into a humorous, live-action approach to highlight how minor food and beverage stains affect everyone, regardless of stature. The project was developed by agency partners Saatchi & Saatchi, MMK+, and GMR. Production was handled by Biscuit Filmworks, with post-production, sound, and music provided by The Harbor Picture Company.
Tide · Miracle Stain (Super Bowl)
Tide presents 'Miracle Stain,' a comedic commercial spot crafted for the Super Bowl by Saatchi & Saatchi LA and produced by Hungryman. The narrative unfolds in a domestic setting, tracking the reactions of two football fans who discover a stain on a white jersey that bears an uncanny resemblance to Joe Montana. The live-action technique captures the escalating absurdity as the stain gains national media attention. With a polished aesthetic and humorous tone, the spot explores the intersection of sports culture and household cleaning.
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