| Title | Mom at 40 |
| Agency | Saatchi & Saatchi NY |
| Campaign | Family Ties - Tide |
| Advertiser | Procter & Gamble |
| Brand | Tide |
| Posted | December 1999 |
| Product | Tide with Bleach |
| Business Sector | Cleaning Products, Soaps, Detergents |
| Story | Exploration of the emotions of a woman in her forties who has just had her first child. The drama is based on the insight that she has had more years then most new mothers to imagine what motherhood would be like. But she is unprepared for reality that includes her little girl constantly messing up her beautiful little dress. Fortunately, Tide with Bleach solves that problem for her. |
| Philosophy | This commercial is intended to build trial and loyalty among new moms by convincing them that Tide with Bleach is the best detergent for the removal of more kinds of tough kid stains. |
| Media Type | Television |
| Length | |
| Market | United States |
| Soundtrack | Voice Over, Music |
| Creative Director | Fredrik Odding |
| Copywriter | Leslie Goldman |
| Art Director | Enza Mullen |
| Agency Producer | Dani Stoller |
| Director | Ed Mammour |
| Production Company | Atherton & Assoc. Inc |
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