Saatchi & Saatchi's new campaign for Tide, which emphasizes the emotional response to clothing over the chore of doing laundry, is resonating with adults ages 30 to 49, according to USA TODAY's Ad Track poll. The survey found that 25% of consumers 30 to 49 liked the spots "a lot," compared to the Ad Track average of 21%; but only 17% of all adults polled said they liked the ads "a lot."

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