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Top 6: May 19th 2010
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Tide To Go: Give Up Pants

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Top 6: May 19th 2010
Now the awesome cleaning power of Tide can go anywhere, as demonstrated in the well executed :45 by Tool of North America's Sean Ehringer via Saatchi & Saatchi New York. The spot opens with two stylishly dressed men standing in their swanky hotel room, awaiting their friend so they can hit the town. When he emerges wearing a suit jacket and tight sweat pants, his buddies try to talk him into changing duds by pointing out a large smudge on his unfortunate clothing choice. Undeterred, the defiant friend pulls a Tide to Go stick from his pocket to make the stain on his "comfortable, cool, low-key, gray slacks" disappear before charging off into the night.

Read more: http://www.trustcollective.com/portfolio/content/tool_tide.php
Other credits

CCO: Gerry Graf

Global CD: Maru Kopelowicz

Associate CD: Chris Beresford-Hill

Art Director: Dan Lucey

Copywriter: Michael Illick

Account Supervisor: Jessica Bindman

Planner(s): Wanda Pogue, Julie Dombreval

Agency Producer: Lynn Appel



Prod Company: Tool of North America

Director: Sean Ehringer

DP: Marc Laliberte-Else

EP: Brian Latt

EP Digital: Dustin Callif



Production Service Company: Avion Films

Producer: Marie Robertson



Editorial: Cutting Room

Editor: Mike Douglas

Assistant Editor: Conor O'Flynn

Producer: Melati Pohan



Shoot Location: Toronto, ON

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