2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The edit follows the journey of a rapping mom and her son. As we see the kid obsessing over football and trying to master a ball-bouncing move using his head, we hear the mom rapping about her laundry challenge. As the kid practices his move all day long, we see dirt and sweat accumulating on his collar. However, the mom remains confident that with Tide, she will be able to clean the collar. Tide’s new formula allows her to clean the toughest stains, giving her the brightest cleaning results. The film ends on a kitchen-logic demonstration that shows the new product in action along with a side-by-side comparison of Tide’s cleaning results versus the competition.

Cultural / Context information for the jury

In a conservative social context like Saudi Arabia, given the cultural constraints that are imposed on women, female artists in general are not given a considerable space, let alone female rappers. Therefore, in order to make our campaign disruptive enough to break through the clutter within the category in the Kingdom, we opted for a singing mom and upped our game to have her rap the song lyrics instead, while still respecting the cultural and social norms of the country.

Tell the jury about the creation of the original music track.

We kicked off the process with a script that delivers the laundry challenge and solution, using a lighthearted and cheeky tonality. We opted for slang Saudi lyrics to make the song more relatable, so it resonates with other Saudi moms who share the same struggle. We collaborated with a Saudi music composer who took on the challenge of creating a song to be rapped by a Saudi mom – a first in a conservative culture where we don’t see many female singers, let alone a rapping mom. Through musical storytelling, we created a bond between the mom and her kid, as she speaks his own language to encourage him to pursue his hobby. Combining an electronic beat with an instrumental base, the song gives a modern twist to the brand, as our mom cast raps about her challenge and confidently introduces Tide as the go-to solution for her toughest laundry