P&G creates online sitcom to launch Tide Plus Liquid in Vietnam

Ad agency Leo Burnett has created a sitcom for client Procter & Gamble to launch its Tide Plus Liquid brand in Vietnam.

The four-part series, which will run only online, tells the story of a special taskforce who rescue women from their laundry troubles.

Watch the first episode here, which centres on a young wife trying to win over her mother-in-law:

Named Fast5 Force, or Biet Doi Sieu Toc in Vietnamese, the group is so called because the brand claims to clean five times faster than powder detergent. The group is led by local celebrity Tran Thanh.

The episodes are hosted on Tide VN’s YouTube channel, and are being distributed on YouTube, Facebook and through a microsite on women’s social portal Webtretho.

Samuel Yau, marketing manager at P&G Vietnam, said: “The challenge was to captivate women’s attention from the overwhelming clutter of online advertising while reinforcing the new “cheeky” character of Tide brand. With the fun, entertaining viral approach that is unexpected from a laundry brand, this campaign has been gaining positive momentum in the market.


  • Agency: Leo Burnett Vietnam
  • Executive Creative Director: Jeremy Southern
  • Digital Creative Director: Paolo Garcia
  • Head of Digital and Innovations: Kate Bayona Garcia
  • Digital Project Manager: Tran Giang Phuoc Hanh
  • Script Writers: Tran Le Minh Bao, Ta Ngoc Duy An
  • Social Community Manager: Vuong The Dat
  • Digital Designer: Ngo Nguyen Phuong
  • Account Director: Nguyen Minh Hoa
  • Account Executive: Le Thi Van An

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