University students, busy juggling demanding schoolwork, part-time jobs, and an active social life, hardly have time to do laundry. Or maybe they are just too lazy. So, they pile dirty laundry into their bags and bring them home to the laundry experts - their mothers.
To reach out to these people who dread doing laundry, detergent company Tide engaged the services of advertising agency Leo Burnett in Poland. The result is a self-washing T-shirt that a university student can just toss into the washing machine and be done with laundry.
These novel T-shirts come in a few designs, all featuring cartoon mums crying, presumably over the piles of dirty laundry their children have brought home. The tears, printed with a special ink infused with Tide washing powder, dissolve upon contact with water, and clean the T-shirt while in the washing machine.
"Don't let your mummy cry when she sees you in this T-shirt again," the advert video warns, because this clever trick, unfortunately, only works for the first wash. Mummy's 'tears' are gone forever. Shown that doing laundry is actually rather easy, the student may then buy some washing detergent for subsequent washes.