Tide - Pop a lot / Pop goes the world - (2012)

Methinks someone popped more than just Tide pods when thinking this up. ;) Pop a pod into the washer to take care of your clothes easy. MTh director Mark Kudsi teamed up with Saatchi & Saatchi NY to build inspired worlds in a new campaign promoting the launch of Tide's new "PODS" product. The campaign encompasses live action work directed by Kudsi and four animated teasers directed by MTh director Chris Riehl. Reminiscent of a 1960s aesthetic, the lushly art-directed signature spot in the campaign, "Pop-A-Lot" takes viewers on a journey beyond the everyday chore of laundry. The spot debuted during the Oscars, and follows a series of four short animated outdoor billboard teasers that aired in Times Square and on TV in early February. “Pop-A-Lot” opens in a sterile, all-white laundry room as a woman empties her dirty clothes into the washing machine. After popping a Tide POD into the washer and closing the door, we are thrust into a far-out, whimsical world where different personalities jump out of the washer into unique environments that reveal a variety of product attributes – blue bubbles for “clean”, an angular environment to convey “crisp,” grass mazes and topiary to communicate “fresh,” and more.

Spot Credits: TIDE “Pop-A-Lot” Client: Proctor & Gamble Product: Tide PODS Spot Title: ‘Pop A Lot’ (:30) Air Date: 2/26/2012 AGENCY Agency: Saatchi & Saatchi NY SVP, Global Creative Director: Maru Kopelowicz Creative Directors: Susan Young, Daniela Vojta VP/Executive Producer: Dani Stoller PRODUCTION Production Company: Motion Theory (MTh) Director: Mark Kudsi Executive Producer: Javier Jimenez Line Producer: Anna Joseph Director of Photography: Shawn Kim Production Designer: Annie Sperling POST PRODUCTION Post Production/VFX Company: Mirada Head of Visual Effects and Animation: John Fragomeni Executive Producer: Patrick Nugent Associate Creative Director: Chris Riehl Art Director: Kevin Lau VFX Supervisors: Jonah Hall, Zach Tucker Data Supervisor/On-Set VFX Supervisor: Andy Cochrane VFX Producers: Peter Nelson, Christina Caldwell Editorial Company: Mirada Editor: Fred Fouquet MUSIC Band: Savoir Adore Song: “Pop Goes The World” (originally by Men Without Hats) Savoir Adore Creative Supervision: David Hoffman of Shapiro Bernstein Music Producer: Ryan Fitch