The ad begins with a mother and toddler seated on the floor, next to a toy mobile, consisting of brightly colored animal-shaped placards suspended on strings. The mother strums the strings, making the placards turn. Initially, the toddler seems attracted to the motion and leans forward but suddenly stands and scampers away, escaping the still-seated mother's reach. Immediately prior, viewers had "heard" (ala the movie, Look who's talking) the toddler think, Animals. I've seen those before. The scene plays out while a voiceover says, "Parents help their children discover the world. But sometimes, they do it on their own."
The commercial then shows various toddlers in action: a girl inserting her toes into her mouth; a boy chomping down on a pumpkin; another boy biting on a table. With each, the viewers are able to "hear" the toddler's imaginative, fanciful thoughts. Next, the voiceover says, "Kids discover the world with their mouths." The typical adult viewer already knows that toddlers have an irrepressible sense of adventure and that they regard the world as edible; nonetheless, viewers likely will continue watching because the toddlers are so doggone adorable.
Up to that point, the viewer has no idea whose ad this is. That information is revealed when the ad cuts to a laundry table on which sits an open canister of Tide Pods; a lone Pod is next to the canister. And who comes waddling into camera view, all smiles, pudgy hand about to grab the Pod? None other than the tyke who walked away from the mobile. But he's thwarted, intercepted by Mom, who places the Pod into the canister, snaps it shut, and places it high in a cabinet. Reenter the voiceover: "Keep laundry packs out of reach and away from children." Superimposed against the background of the closed cabinet door is the message, Always keep away from children. Below that is a pictogram of the circle/slash variety typical of communicating something prohibited. Inside the circle/slash is a depiction of a canister and the silhouette of a child holding a Pod. The pictogram itself is an element of the graphics on the actual canisters. The ad signs off with the voiceover, "Brought to you by Tide," as the screen shows only the Tide logo against corporate orange.
A precedent setting ad
The ad, atypically, makes no promotional claims about the product's efficacy, quality, or other such features; instead, the focus is on child-safety. But that doesn't mean promotional benefits are not there to be had, as Tide generates plenty of good will and increases consumer confidence.
Not to be overlooked is Tide's long-held status as a megabrand. It might seem counterintuitive, but a megabrand can't maintain its status by claims of superiority vis-à-vis the competition. That's because the marketplace already has accepted that comparison; otherwise, the brand would not have grown into a megabrand. A megabrand, nonetheless, is not immune from the constant pressure of differentiating itself. By portraying itself as the brand committed to child-safety and the first in the category to run ads to that effect, Tide has the makings for yet another competitive advantage.
