By: Alex Truex
The 2023–2024 Arrowhead Advertising team was recently honored with a Student Silver ADDY Award at the 2025 North Central Florida American Advertising Awards for their Tide video brand anthem. The video campaign created by the 2023-2024 video team, titled “Tide: Through the Generations,” was submitted as part of the National Student Advertising Competition and recognized for cinematography.
“It felt amazing to be recognized for our hard work,” said Tanner Hirten, a 2023–2024 video team member and the current video team director. “We spent a full week filming that commercial and two long nights editing it. To see all of our work and vision be celebrated and appreciated by industry professionals was incredible.”
The award-winning campaign stood out for its heartfelt storytelling and emotionally driven approach. Rather than pushing a heavy-handed environmental message, the team opted to emphasize human connection — something their research showed was more likely to resonate with viewers.
“We submitted our brand anthem for Tide titled ‘Tide: Through the Generations,’ Tanner explained. “This project was inspired by research we conducted in the fall. We saw a significant negative reaction to preachy ads about environmentalism, so we decided to go with a more human and emotional approach. Using the iconic sweater seen in the movie ‘When Harry Met Sally,’ our story follows a young girl growing up wearing her father’s sweater, which she eventually passes on to her child.”
The campaign’s nostalgic tone and symbolic storytelling struck a chord with judges and audiences alike. Tanner shared that the experience was not only rewarding but also motivating.
“Overall, it was very encouraging to see our hard work render such success, and it encourages me to lead my team to similar success with our brand anthem for this year’s campaign.”
With last year’s success setting a high bar, the 2024-2025 Arrowhead team is working hard to craft this year’s NSAC campaign — fueled by lessons learned, renewed inspiration, and the momentum of being recognized professionally.
Congratulations to the 2023–2024 Arrowhead team for their creativity, dedication, and excellence.
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Alex Truex, event coordinator for FSU’s Ad Club and a junior in FSU’s advertising program, wrote this article for the team’s blog; edited by Carly Nelson, Arrowhead external communications manager.