Advertisement campaign sometimes leaps into creativity so much that it makes a campaign somewhat incomprehensible for a larger chunk of people. This print advertisement was published by Tide in New York in its latest marketing offensive. The idea of the campaign seems to be revolving around hitting the instinct of people. The campaign emphasizes at the notion that impression of a personality comes from his or her attire. Therefore, the campaign hints that a persona is more identified with the clothing he or she wears. The advertisements are showing sets of clothes being placed in place of persons or characters in different public place settings.
The advertisements seem to be making efforts to establish that traits of a person can largely be known seeing his or her costumes. The product benefit is somewhat struggling to come out from the grips of complicated presentation of the campaign. The punch line of the campaign reads, ‘Because you are what you wear’. The campaign was created by Conill Saatchi & Saatchi, New York.