Other than this has to do with a new ad campaign and the business of advertising does have a lot of design involved within its ranks, to be honest, this isn’t so much about design. But it has to be shared because it’s very funny and wonderfully absurd, and if you work in the industry, you’ll likely appreciate it. There were many, many laughs this weekend at its re-telling. Anyway, without further ado, here’s a selection from an article in Ad Age about how Saatchi & Saatchi was preparing for their new Tide campaign (we’ve highlighted the exceptionally funny bits):
“We got to an incredibly deep and personal level,” said Julie Woffington, Tide’s North American associate marketing director. “We wanted to understand the role of laundry in their life. And it’s really not a huge role like it was in the 1950s.”
Proctor and Gamble managers also spent a day running errands and buying groceries for consumers — on the consumers’ budget — just before seeing the campaign ideas for the first time, Ms. Woffington said, “so we could really get it in mind that maybe Tide and laundry aren’t the most important things on [the consumer's] mind.”
“One of the great things is we didn’t talk [to consumers] about laundry or their habits,” said Andrea Diquez, senior VP-management director of Publicis Groupe’s Saatchi, New York. “We talked about their lives, what their needs were, how they felt as women. And we got a lot of rich stuff that we hadn’t tapped into before.”
Not all members of the Tide team, including senior managers and Saatchi creatives, could make the weeklong time commitment in the first round of research. For them, Saatchi took videotapes of consumer immersions, transformed them into verbatim scripts, and hired actresses to play the women in an hour of monologue-style theater titled “Pieces of Her.”
“They were actually very good actresses who brought to life many dimensions of women,” Ms. Diquez said. “It’s difficult to inspire creatives sometimes. And [their reaction] was incredible. There was crying and laughing…”
Note: now, please, if anyone has access to that script, we would give the world to see it.