Aliens attempt to manipulate mankind into continually washing laundry with hot water. The energy emissions contribute to Earth and its atmosphere’s destruction. The heat trapping gases caused by wasted energy from hot washing will poke holes in the atmosphere, allowing aliens to break through in UFO’s and invade.
The aliens’ arrogance and lack of human understanding reveal their true intentions. The campaign features the aliens’ comically obvious attempts at manipulation via video broadcast videos (social media posts and livestreams) and radio spots. It’s clear to the viewer: they do not come in peace. T.A.R.A. (Tide Alien Resistance Agency), a parody of a government organization, serves as a voice of reason, exposing alien propaganda and explaining how we together, we can stop the invasion and save earth, one cold laundry load at a time.
Intended Results: Convert 75% of laundry loads to cold by 2030.
Target Audience: Gen Z (Tide’s least reached generation); people who are washing hot.
Why it Works: Flips technical laundry humdrum on its head with obsurdity. Similar to the “It’s a Tide Ad” superbowl ad, it draws the viewer in by initially appearing far out from a laundry detergent ad.
Skills Demonstrated: Print, OOH, and web banner design, social media, guerilla, commercial storyboarding, radio copywriting, conceptual depth.
Print Ads
Radio Ad
ALIEN 1: “Greetings humans, we come in peace. Washing laundry with hot water is good for thee Earth, continue washing hotly forcertain civilization ascendecy.”
*Small click*
ALIEN 1: (Quieter) “After thee stupid humans destroy the atmosphere with heat emissions, we will descend our glorious fleet of ships, kyill them all, and rule Eaarth”
*Both aliens maniacally laughing*
ALIEN 2: “Uhhhh, Florb… thee transmission is still on”
ALIEN 1: “Oh blip, mother is not going to be happy with me”
*Click*
*Long static*
ENERGETIC, OLD-TIMEY SPOKESMAN: “This is a message from the Tide Alien Resistance Agency.”
GENERAL TITUS LAUDHART: Hello Americans, we have detected an alien plot to manipulate the public into washing laundry hot, releasing emissions, compromising the O-zone layer, and leaving Earth susceptible to invasion. Don’t trust aliens. Do your part, wash cold.
ENERGETIC, OLD-TIMEY SPOKESMAN: Resist invasion! Turn the dial! Wash cold!
Instagram Ads
OOH: Bus Stop Ad
Guerilla Ad:
Aliens On Campus
Hired actors dressed as aliens walk around college campuses handing out free Tide products. Each alien has a T.A.R.A. (Tide Alien Resistance Agency) soldier partner accompanying them, also paid actors.
The aliens and soldiers banter in front of the students while handing out the products: aliens make feeble attempts to convince students to wash with hot water, but soldiers make it abundantly clear that they’re lying, and that washing with hot water is bad for the environment (and will poke holes in the atmosphere so that the aliens’ fleet of UFO’s can invade).
