From Saatchi & Saatchi/New York, city-specific print ads seen in New York, L.A. and Chicago position Tide Coldwater as a hot green detergent. And while the product may be saving energy, the ads themselves don't appear to have skimped on the digital wattage, via London's Saddington & Baynes. "The people are stock images and everything else is computer-generated art," says writer Jake Benjamin. As for the particular product constructions, art producer Alli Taylor explains, "We didn't want to tell people why saving energy is important. We realize everyone has their own motivation. For some it's about saving money; maybe for others it's about helping the environment. All we wanted to convey is that if everyone did their part, for whatever reason, collectively we could all make a huge difference."