Brand message: Tide Breakthrough Whiteness defeats even the hardest monsoon dirts.

Story: We put in the spotlight the most popular Vietnamese character — king of rural — Mr. Hai Lua.

During the monsoon season, the story is set in a market area street in a major Vietnamese city. Men playing chess, children playing football, ladies selling goods, an elderly man eating noodles—all of these activities are realistically shown in this setting. Mr. Hai Lúa is a prominent figure in his rural community. He’s famous, brilliant, and wealthy. Hai Lúa has two missions when he travels from the hamlet where he lives to the city: he likes to see the metropolis, but more importantly, he wants to display himself. He dressed to impress because of this; he wears brand-new white shirts, slacks, and a hat.