Cold Power: in rhythm with life

A new TV ad for Cold Power by GPY&R is crafted from the sounds people make during everyday life.

The ad positions the laundry detergent around the new tagline “formulated to stay in rhythm with life”.

It features a series of daily morning rituals – from toast popping from a toaster to a woman gargling – and builds a sound collage from these moments. The noises are only interrupted when someone selects a hot setting on their washing machine.

The ad also features a bearded man doing laundry, something of a departure for the category.

The ad marks a new direction for Cold Power from Patts – the brand’s owner Colgate-Palmolive was a foundation client of Australia’s oldest agency.

The format of the ad borrows strongly from the style of filmmaker Jean Pierre Jeunet, particularly this scene from Delicatessen. The French director was behind the camera recently for a series of TV ads for CommBank.


  • Directed by Stephen Lance
  • Client: Cold Power
  • Agency: George Patterson Y&R
, Sydney
  • Post: Alt VFX
  • Taxi Film Production

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