15 Responses to “Tide”

1. Jenn Says:
   January 4th, 2008 at 9:48 am

   Unfortunately it has nothing to do with the past. Interesting visual, but the line is quite lame.

   Apparently the product is called “Tide-Stain” in China. The line reads, “To rid stubborn stain, use Tide Stain”.

2. lomang Says:
   January 4th, 2008 at 9:59 am

   I’d imagine it would be something talking about how well Tide takes out set in stains.

3. joseph Says:
   January 4th, 2008 at 11:30 am

   What a stupid ass line.. I thought for sure it was going to say something simple like… “Let stains live in the past.”

4. joseph Says:
   January 4th, 2008 at 11:30 am

   btw 5/5 on the art direction.

5. Bob II Says:
   January 4th, 2008 at 1:39 pm

   I think it reads: “Don’t rub muddy fossils on your shirt.”

6. Yulia Says:
   January 4th, 2008 at 6:23 pm

   the tide for archeologists. this concept is extinct. like the art direction. still not big on a single idea executed 3 times. they could have had some other stians and some other colors… oh wait then it’d be similar to other tide ads. but hell folks it just detergent. we’re not saving lives here.

7. Kempton Says:
   January 5th, 2008 at 2:20 am

   @joseph Do you read or understand Chinese? Your critique of the “stupid ass line” based on translated text is superficial and worst showed your ignorance of the target audience of the ads — that is those who can actually read and appreciate the nuances of Chinese.

   In Chinese, the two halves of the sentences are three words each. And they rhyme quite well like poetry.

   I don’t work for Leo Burnett but I do have problems when I see critiques made without basic understanding nor knowledge.

   Best Regards,
   Kempton

8. Firat Yildiz Says:
   January 5th, 2008 at 7:28 pm

   ‘Remove old stains.’

9. Dalbir Says:
   January 5th, 2008 at 11:29 pm

   Remove old stains with tide.

10. Che Guerilla Says:
    January 6th, 2008 at 1:15 am

    Unfortunately, it’s not that easy to come after a Cannes Lions Print Grand Prix

11. now_do_it Says:
    January 7th, 2008 at 10:31 am

    To echo Kempton’s comments, a better translation in English may be:

    “Tide” should be called “Discard/Eliminate Stain” in Chinese literally. And the word “Tide” rhymes perfectlly well with “Discard/Eliminate” （汰）in Chinese as a single syllable. As a brand name, the translation is marvellous. Both meaning and its context in an entirely different culture have been taken care.

    The line is very well crafted because it became
    Rid tough stain, Use “Tide Stain”

    And the word “tough” is equivalent to “very difficult to remove”, just like ancient things in the past which is sometimes too stubborn.

12. CBETA Says:
    January 11th, 2008 at 10:16 am

    the first one looks like a skid mark though

13. BILL PANDOS Says:
    January 24th, 2008 at 4:09 am

    I don’t know how many of you speak Chinese but, personally speaking I don’t. Nevertheless, although it is a quite witty ad I can’t really say that it is an ad that will work and be understood by the specific audience.
    Now, if it was for the American public then yes, I could say that they would have understood it because many fossils have been found in the US; more that what might have been found in China.

    Cheers

14. ahpitt Says:
    February 19th, 2008 at 11:05 pm

    i do speak chinese.

    i agree with “now_do_it ”

    ^_______^

15. ahpitt Says:
    February 19th, 2008 at 11:08 pm

    The copy is easy to remember. I think this is a good work.