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 commercial, “Pop-A-Lot” take viewers on a mesmerizing journey beyond the everyday chore of laundry.  The spot debuted during the Oscars, and follows a series of four short colorfully animated outdoor billboard teasers created by Mirada 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.

“When Saatchi came to us with the concept and the pop-inspired print artwork, we knew this was going to be a fun project. Building upon the creative concept of a pod going into the machine and people popping out in some sort of enchanted way, we were able to really take the spots to another level – giving quirky attributes to the characters and their environments that truly reflect the product tagline – ‘Pop in. Stand out,’” said Kudsi.

Led by Kudsi, the MTh team shot live action vignettes at Universal Studios over the course of five days for both spots.  The stylized worlds in “Pop-A-Lot” were driven by high fashion and meant to evoke a magical journey with over 85% of the effects work achieved in-camera.