SAATCHI & SAATCHI, New York / PROCTER & GAMBLE / 2015
The Tide “Uniforms” film honors the working-class professionals around us who make amazing things happen in uniform every day. The film takes a voyeuristic, documentary-style look on the front lines with a working nurse, waitress, pilot, police officer, welder, hotshot, janitor and marine. We see how their uniforms withstand tough conditions, long hours, and most importantly, their overwhelming commitment to their work.
The narrative of the film explores what these uniforms represent on the surface and the deeper emotional connection they have with the heroes who wear them. The film ends revealing the narrator, a World War II veteran, saluting the camera in uniform.
It started out like all the other, but overtime you gave it meaning, a purpose, a reason to exist.
By your side it suffered late nights and early mornings.
It gave you protection on the days you weren’t sure you’d make it home at all.
Every drop of sweat makes it part of your story.
When you’re gone, your children will pull it from the attic hold it to their faces, recall your scent.
They’ll remember what you did for them, how you loved them…
…how every day you went to work, contributed, help build a world to which to which they good contribute to.
And you did it all in your uniform.
DEL CAMPO NAZCA SAATCHI & SAATCHI, buenos aires
2006, PROCTER & GAMBLE