Conill’s bicoastal counterpart created the hearttugging spots for Tide’s “Thank You” campaign, which earned an honorable mention nod, and was created by Best Spots guest judge Antonio López, vp/executive creative director at Conill/New York. (López jokingly said during the discussion, “Estoy mudo.”)

“Plomero” was highly regarded by all the judges. While on a job, a plumber notices a wife and mother taking on too many chores. As he sets out for his own house, he picks up some flowers for his wife, surprising her as she’s laying out a table cloth. Detergent can be seen at the end of the spot, but it’s subtlety is inspiring.

“Ventana” (“Window”) has a similar feel as a teen watches a neighbor pick up after her own kids. He finds his mother, just to give her an appreciative hug.

Roberto Alcázar, principal at EO Agency, New York, reflected on the difficulties to get that extra layer of insight for a large company like P&G, but Conill has managed to do it. “That’s the work of really good insight, very good planning and creative working together.”

Honorable Mention
Tide Thank You (“Plomero,” “Ventana”)
Agency Conill/ New York