Except, if you treat the briefs nobody else wants like a golden opportunity, you can work wonders. This campaign was strategically designed to support Tide’s less… edible… offerings during the launch of Tide Pods. We wound up making over 40 commercials in three years, because they worked. The best ones have memorably-written characters, relatable dialogue, and deeply-felt human truths. Plus, they actually do something for the business: 

This is the highest-ROI campaign in P&G’s history, features the first same-sex couple commercial in a P&G commercial, and they’re still running the campaign globally, a decade later.