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MTh Director Mark Kudsi Goes POP for Tide

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 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: Saatchi & Saatchi NY
SVP, Global Creative Director: Maru Kopelowicz
Creative Directors: Susan Young, Daniela Vojta
VP/Executive Producer: Dani Stoller

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/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 Producer: Ryan Fitch
Band: Savoir Adore 
Song: “Pop Goes The World” (originally by Men Without Hats)
Savoir Adore Creative Supervision: David Hoffman of Shapiro Bernstein

Last changed: Sep 04 2014 at 3:25 PM



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