2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The edit follows the journey of a mom and her daughter in a Saudi mall, during the COVID19 pandemic. The film starts with our two casts getting ready to go out and highlights all the measures that have become part of their new norm such as wearing a face mask and carrying a hand gel around the clock. Then we see the different instances they face at the mall where bacteria accumulate on their clothes. The light drama was brought to life through the character of our overachiever smart girl who impresses her mom with all the precaution measures she’s been taking, as she adopts new gestures to minimize the risk of contamination while she goes on about her day. The film then introduces our new Tide with its Antibacterial properties and demonstrates the product’s ability to kill 99.9% of bacteria and viruses.

Cultural / Context information for the jury

As the world faces the COVID19 pandemic, Saudi moms in particular continue to live up to their crucial role to protect the wellbeing of their families and kids. When it comes to laundry in specific, they fear all types of bacteria and germs that remain in the pores of their washed clothes, which usually pushes them to resort to using bleach. However, Tide Antibac gives them the confidence not just to clean their family’s clothes, but to also ensure they’re protected against all kinds of invisible enemies.

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

Through a musical storytelling approach, we managed to portray the bond between the mom and her daughter, as they face another day’s challenge. We used lighthearted music to tackle a serious topic and cut through the clutter. We collaborated with a lyricist and music composer to craft the lyrics using slang Saudi lingo, so we make the song more relatable to all. We crafted the song to punctuate relatable key insights: we highlighted the new habits people developed in light of the pandemic, and elaborated on the fears we all share nowadays when it comes to bacteria and viruses. Combining an electronic beat with an instrumental base, the song gives a modern twist to the brand, as our casts sing about their challenge before the mom introduces Tide as a solution like no other.