MTh Director Mark Kudsi Goes POP for Tide

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. 

 

View the spot here: http://bit.ly/w6XJiN

 

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