Tide Details the Perils of the Sharing Economy

If You're Going to Lend or Borrow, Be Clean

Published On
Oct 06, 2016

Editor's Pick

It's all about the sharing economy these days, but who wants to share if you can't guarantee your stuff is going to be really clean?

That's the premise of Tide's new comedic campaign from Saatchi NY, which kicks off with three spots detailing the perils of sharing. In one, seen here, a couple are really pleased to have rented out their home on a home rental website (no names mentioned.) That's until they see photos of online of the fun their guests had, particularly with the woman's bathrobe.

Another spot features an awkward conversation that arises when our protagonist's hosts are really keen for him to try out their new pool. He didn't bring trunks, so is offered the "spares." A third spot features a woman looking horrified at what her partner is getting up to with his towel in the bathroom -- is hers really clean?

All the spots carry the Tide tagline, "If it's got to be clean, it's got to be Tide." They were directed by Max Sherman at Anonymous.


Oct 06, 2016
Brand :
Client :
Director :
Max Sherman
Production Company :
Agency :
Saatchi & Saatchi-New York
Chief Creative Officer :
Jay Benjamin
Executive Creative Director :
Paul Bichler
Director, Film Production :
John Doris
Producer :
Jacob Vogt
Regional Business Director :
Nick Miaritis
Account Director :
Ryan Martin
Account Supervisor :
Jen Brotman
Account Executive :
Emily Hook
Senior Business Affairs Manager :
Lisa Rimmer
Executive Producer/Managing Director/Partner :
Eric Stern
Executive Producer/ Production :
SueEllen Clair
Head of Production :
Kerry Haynie
Director, Photography :
Bobby Shore
Production Designer :
Michael Walker
Line Producer :
Isil Gilderdale
Editorial Company :
Cosmo Street
Editor :
Tom Scherma
Editor :
Aaron Langley
Assistant Editor :
Nellie Phillips
Assistant Editor :
Chrissy Doughty
Executive Producer :
Maura Woodward
Senior Producer :
Luiza Naritomi
Finishing Company :
Switch FX
Lead Flame Artist :
Jon Magel
Flame Artist :
Andrew Rea
Executive Producer :
Diana Dayrit
Producer :
Cara Flynn
Color :
Company 3
Colorist :
Sofie Borup
Music Company :
Duotone Audio Group
Executive Producer :
Ross Hopman
Producer :
Gio Lobato
Audio Post :
Duotone Audio Post
Sound Design :
Juan Aboites
Mixer :
Andy Green
Executive Producer :
Greg Tiefenbrun

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