Directed by Aaron Stoller of Biscuit Filmworks for Saatchi & Saatchi, this Tide spot titled “Stains Happen to the Best of Us” highlights that life on and off the track can get messy–and even Olympic athletes aren’t immune from stains. Thank goodness for Tide detergent.
Among those athletes featured in the spot are Olympics medalist Noah Lyles and Olympics legend Carl Lewis.
The spot–with the Paris Olympics in the offing–goes live today (6/24) and will air across TV, streaming, online video and social media.
Credits
Client Procter & Gamble Brand Tide Agency Saatchi & Saatchi Matt McKay, chief creative officer; Lauren Varvara, SVP, executive creative director; Jon Bellinger, VP, creative director; Lindsey Eckwall, associate creative director; Tracy Dennis, sr. producer; Chris Gilbert, VP, director experience strategy; Ali Gomez, sr. digital strategist; Shayla Nguyen, jr. strategist; Sarah Beaumont, CEO, Woven Collaborative; Caitlin Reynolds, president, Woven Collaborative. Production Company Biscuit Aaron Stoller, director; Shwan Lacy, founding partner; Holly Vega, exec producer; Ryan Bishop, producer; Sean Moody, head of production; Jo Willems, DP; Lester Cohen, production designer; Olivia Willats, wardrobe stylist; Yolanda Winters, makeup artist. Postproduction Harbor Steve Evans, editor; Luke Nelson, assistant editor; Jesse Schwartz, exec producer; Brooke Flowers, post producer; Glen Landrum, mixer; Andrew Wodzanowski, associate mixer; Adrian Seery, colorist; Joni Brandenburg, assistant colorist; Maxwell Hadson, color producer; Vincent Roma, compositing/conform. Talent Acquisition Platinum Rye Entertainment Will Ober, director, celebrity & influencer
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
