CLIENT
Procter & Gamble/Tide Clean Breeze.
PRODUCTION CO.
Open Frame Productions, New York.
Philip Kates, director; Christophe Lanzenberg, DP; Andrew Swee and Nan Swoyer, executive producers; Seth Tabor, assistant producer. Shot at Paramount Studios, Hollywood, and on location in Los Angeles.
AGENCY
Saatchi & Saatchi New York.
Enza Mullen and Leslie Goldman, creative directors; Margot Owett, copywriter; Fern Cohen, art director; Ron Weber, executive producer.
EDITORIAL
Version2. Editing, New York.
Cary Gries, editor.
POST
Nice Shoes, New York.
Lez Rudge, colorist.
Liquid Light, New York.
Nathan Hurlburt, online editor. (He recently joined Match Frame, Austin, Texas.)
AUDIO POST
Laredo Audio Post, New York.
Glenn Laredo, mixer/engineer.
THE SPOT
Set to Canned Heat’s "Going Up the Country," the :30 "Country" shows a city-dwelling female strapping her wet laundry to the roof of her car and driving miles out of town to the countryside. Once there, she hangs her clothing out to dry, as the voiceover notes, "What some people will do for the freshness of laundry dried in the cleanest breeze. Introducing Tide Clean Breeze, perhaps the cleanest scent you can get without a commute."
Spot broke in May.