P&G, Saatchi need to rethink Tide campaign

02/21/2006 | Chicago Sun-Times (free registration)

Don't believe the hype about Procter & Gamble's new "cutting-edge" approach to its marketing, says Chicago Sun-Times columnist Lewis Lazare. He gives the new Saatchi & Saatchi, New York, "Ice Cream" spot for P&G's Tide an "F" for its gross-out storyline of a pregnant woman spilling ice cream on her clothing.

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