My Most Immortal Ad: Tomás Ostiglia on Tide's 'It's A Tide Ad'

This campaign is immortal for how fresh the idea is. It’s for a difficult product category and it uses humor. HUMOR, with capital letters. Not only that, but I also chose it because nowadays, it seems that sometimes it’s more important to defend a cause than the depth of the idea or the commercial objective of the piece. This campaign shows that simply understanding the problem and crafting the execution, you can advertise at such a high level and sell something as mundane as a laundry detergent. In addition, the level of craft regarding the casting, acting, photography and above all, the script, is a benchmark for anyone who has the responsibility of telling stories to build brands and sell products. This idea is much more than just a #TideAd.