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Saatchi & Saatchi New York continues a comical campaign with a bit of squick

Is that towel clean? It takes a bit too long to answer that question in a trio of videos for Tide detergent. The spots from Saatchi & Saatchi New York feature the memorable "If it’s got to be clean, it’s got to be Tide" tagline in a series of realistic – and mildly scatalogical – scenarios. The ads are running on broadcast and cable stations now and were created during Jay Benjamin’s tenure as CCO at the agency, which ended September 1.