Methinks someone popped more than just Tide pods when thinking this up. ;)

Pop a pod into the washer to take care of your clothes easy.

MTh director Mark Kudsi teamed up with Saatchi & Saatchi NY to build inspired worlds in a new campaign promoting the launch of Tide's new "PODS" product. The campaign encompasses live action work directed by Kudsi and four animated teasers directed by MTh director Chris Riehl. Reminiscent of a 1960s aesthetic, the lushly art-directed signature spot in the campaign, "Pop-A-Lot" takes viewers on a journey beyond the everyday chore of laundry. The spot debuted during the Oscars, and follows a series of four short animated outdoor billboard teasers that aired in Times Square and on TV in early February.

“Pop-A-Lot” opens in a sterile, all-white laundry room as a woman empties her dirty clothes into the washing machine. After popping a Tide POD into the washer and closing the door, we are thrust into a far-out, whimsical world where different personalities jump out of the washer into unique environments that reveal a variety of product attributes – blue bubbles for “clean”, an angular environment to convey “crisp,” grass mazes and topiary to communicate “fresh,” and more.