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The Immortal Awards

My Most Immortal Ad: Tomás Ostiglia on Tide's 'It's A Tide Ad'

The Immortal Awards juror and LOLA MullenLowe executive creative director on Saatchi & Saatchi NY's inaugural Immortal Award winner

My Most Immortal Ad: Tomás Ostiglia on Tide's 'It's A Tide Ad'

With just a few weeks to go until this year's Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Tomás Ostiglia, executive creative director at LOLA MullenLowe, takes the short trip back to 2018 and goes one of only four winners from the inaugural Immortal Awards...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.

Tide 'It's A Tide Ad' (2018)

This campaign is immortal for how fresh the idea is. It’s for a difficult product category and it uses humor. HUMOR, with capital letters. Not only that, but I also chose it because nowadays, it seems that sometimes it’s more important to defend a cause than the depth of the idea or the commercial objective of the piece. This campaign shows that simply understanding the problem and crafting the execution, you can advertise at such a high level and sell something as mundane as a laundry detergent. In addition, the level of craft regarding the casting, acting, photography and above all, the script, is a benchmark for anyone who has the responsibility of telling stories to build brands and sell products. This idea is much more than just a #TideAd. 


Client: Procter & Gamble
Creative Agency: Saatchi & Saatchi NY
Production Company: Rattling Stick
Editorial Company: Arcade Edit
VFX: The Mill
Music: Personal Music 
Media: Hearts and Science
PR: Taylor

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

Featured Companies: LOLA MullenLowe

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