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Tide Lessons

Great video from Mark Ritson on the effectiveness of Tide’s recent campaign. And a counter from Doug Garnett. While I find the Tide work a little too self referential and not that great creatively I side with Mark that is is a clever campaign. Ultimately the result should be measured in terms of business outcomes which aren’t mentioned by either (or me) – and therein is the biggest problem I have with so many of these awards – we are celebrating strategy and creative rather than the business impact. Maybe that was buried in the award entry and didn’t make the light of day. But as they say, sunlight is the best disinfectant. 

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