How do you challenge a brand like Tide that has been number one for as long as anyone can remember? We assessed several positioning ideas that combined key Sunlight imagery with a cleaning performance message. When consumers saw the "Go ahead. Get dirty" idea, we knew we'd hit pay dirt. It communicated strong cleaning credentials in the most unexpected manner - by celebrating the act of getting dirty.

| Gold: Palmer Jarvis DDB | Silver: Ammirati Puris Lintas | Bronze: Young & Rubicam |
| Finalists: BBDO Canada   Gee, Jeffery & Partners   Holmes & Lee   Ogilvy & Mather   TAXI Advertising & Design |
| Judges: Creative   Strategic |

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