Today on TV: Tide Cleans Up America’s “Dirty Little Habit”

Q. Who do American consumers trust to get to the root of their dirt problems?

A. Tide.

Americans trust Tide because Tide understands that lean clothes don’t just happen. You need to coax them to their ideal state of clean.

In “Dirty Little Habit,” a new commercial from from Saatchi & Saatchi/New York and Community Films’ director Matt Smukler, it is revealed that “clean clothes start with a clean machine,” made clean by Tide’s washing machine cleaner.

It all makes a lot of sense.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.