at the intersection of brands, media and culture

Tide And Saatchi Want Stains To Talk

In agency, Branding, Brands, communications, Consumers, marketing on February 19, 2008 at 12:11 pm

In my opinion, one of the more under-appreciated spots of the Super Bowl was Tide’s Talking Stain, produced by Saatchi. A great strategic ad that focused (and made customers focus) on a real problem. Stains say a lot about you and in certain situations they do all the talking.

This is one occasion where I wish that the campaign would have stopped with traditional media. Some nice television, outdoor, maybe a radio campaign with only the gobbledygook of a talking stain for 10 seconds followed by the sell. But alas, they didn’t ask me, so they didn’t stop. They’ve launched a campaign asking users to submit their own talking stains (Monica Lewinsky are you listening?) as well as a site to download ringtones, screensavers, etc. And yes, a colleague did download the ringtone and it is annoying as all get out. Go ahead and knock yourself out here.

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