Tide Portraits Surpisingly White

Tide Laundry Detergent produces surprisingly white clothes according to this print advertising campaign from Sydney, Australia. Four portraits photographed in the dark show chins, cheeks and eyes illuminated by light from below, with text referring to surprisingly white socks, knickers, shorts and skirts.

Tide Surprisingly White Socks

Tide Surprisingly White Knickers

Tide Surprisingly White Shorts

Tide Surprisingly White Skirts


The campaign was developed at Leo Burnett, Sydney, by creative director Mark Collis, creative group head/art director/copywriter Chris Round, art director Luke Simkins and producer Gary Clarke with photographer Scott Newett.