From 2007, by Saatchi & Saatchi NYC. It won a Press Silver Lion at Cannes. Nice way to do product hero while guilting hand-wringing, liberal New Yorkers into only washing with cold water. Saatchi did some nice work for Tide that year; this campaign won the Press Grand Prix Lion. Not quite as good was this 2010 Tide ad via Spain which featured fucking the gardener humor.