Tide. Style is an option, clean is not.

How do you relaunch a premium brand at a time when loyal consumers are cutting back on premium spending?
By celebrating them and their individual styles. My partner and I created the :60 launch spot as well as :30 and :45 that aired on TV, in theaters and online.

http://effie.org/case_studies/case/2014
Tide 2011 Effie winner