Brief: In an ever-growing competitive market, P&G wanted us to promote the USP of Tide being ‘guaranteed Tide whiteness’ on radio.

Solution: So our basic goal was to communicate 'white' in the freshest way possible, by trying to find the whitest of white things, in the world, ever.

MUSICVO: Like the cutest fluffy bear.No, like the cutest, white little baby bear.Playing in the Arctic.And rolling around in really, really soft snow.So, like the cutest little baby polar bear, covered in the thickest, freshest, powdery snow.Playing hide and seek.With a paw hiding its nose.And he also just happens to be the rarest albino baby bear in the world, ever.Right, like the cutest, freshly laid, snow-covered, rare albino polar bear fluffy thingy.Playing hide and seek.In the Arctic.With its eyes closed.That kind of white.Guaranteed Tide whiteness.