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Category
Social Media Post / Single
Annual ID
OS23_DM086M
About the Work
For the launch of Marvel Studios’ Doctor Strange in The Multiverse of Madness, we set out to make every Marvel fan talk about Tide. To do this, we capitalized on Marvel fans’ obsession with Easter eggs and spoilers. First, with the latest trailer for the movie fueling fan theories over which characters from across the Marvel Cinematic Universe might appear in the film, we tapped into this behavior and fanned the flames of speculation. We recruited David Harbour, the face of Tide's 2018 Super Bowl campaign “It’s a Tide Ad,” who also happened to play the Red Guardian in the Marvel Studios film, “Black Widow.”
In a social video, we chose our words wisely as Harbour talked about a stain and how “strange” it was for his Tide PODS to disappear. Utilizing an iconic “Doctor Strange portal,” we had a hand reach through a portal to grab Tide PODS… making every fan obsess, discuss and share. We knew fans would want answers, which they would get when our :60 film aired.
The :60 leaned into Easter eggs to continue getting people talking about Tide. The spot opens on Sorcerer Supreme Wong, Doctor Strange’s ally, who while eating the infamous tuna melt he didn’t get in the previous Marvel film, Avengers: Infinity War, gets a stain on Doctor Strange’s Cloak of Levitation. Wong wants to clean the Cloak before Doctor Strange returns, but the Cloak is unwilling to be washed. This leads to a chase through the streets of Marvel’s New York, filled with Easter eggs. After encountering more stains along the way, Wong finally coaxes the Cloak through a portal into the Sanctum Sanctorum’s laundry room, where they use Tide PODS, from David Harbour, to clean the Cloak and return to normal.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi NY / New York
Client / Brand
Procter & Gamble / Cincinnati
Post Production Company
Company 3 / New York
Framestore / Los Angeles
IMN / Los Angeles
Wave Canon / Los Angeles
Whitehouse Post / Los Angeles
Chief Creative Officer
Daniel Lobaton
Composer
Nicholas O'Toole
Director
Anthony Leonardi
Editor
Josh Bodnar
Executive Producer
Caitlin Grady
Jennifer Sprunger
Pete King
Producer
Nathaniel Greene
Account Supervisor
Anna James
Associate Creative Director
Erin Evon
Jason Burke
Strategy Director
Lee Boshes
SVP Group Account Director
Jennifer Brotman
1st Assistant Director
Matthew Haggerty
2D Supervisor/Flame Artist
Carlos Adarraga Gomez
3D Supervisor
Brian Creasey
Animation Supervisor
Jon Burke
Marco Marenghi
Assistant Account Executive
Claire Lancaster
assistant editor
Tiffany Taveras
Asst. Media Specialist
Judy Zheng
Brand Director
Bethany Kasper
James Sawyer
Chief Executive Officer Woven
Sarah Beaumont
colorist
Tom Poole
Communications Manager
Henry Molski
Creative Director/VFX Supervisor
Alex Thomas
Dir. Brand Media
Matt O’Shea
Director of Sustainability & Brand Communications
Rotha Brauntz
Director, Advertising Production
Paul Chick
Director, Celebrity & Influencer
Billy Blundell
Director, Content
Lucia Morris
Director, Creative Marketing Partnerships
Andrew Staub
Director, Creative Marketing Partnerships & Promotions
A.j. Fierro
DP
Benjamin Kitchens
Foley Artist
Vu Le
Group VP Future of Advertising, Head of P&G Studios
Kimberly Doebereiner
Head of New Ad Models & Entertainment
Stephanie Wong
Head Of Production
Melanie Klein
Junior Strategist
Shayla Nguyen
Managing director
Hillary Rogers
Media agency
Carat / New York
Media Manager
Lauren Lasson
Production Company (additional)
Bullitt / Los Angeles
Marvel Studios Partnerships / Los Angeles
Production coordinator
Katie Goggin
Production Designer
Julian LaVerdiere
Re-recording Mixer
Chris Goodes
Senior Brand Director
Alex Perez
Senior Brand Director-NA Laundry
Amy Krehbiel
Senior Brand Manager
Matthew Thomas
Senior Business Manager
Lisa Rimmer
Senior Manager, Marketing Partnerships & Promotions
Victor Farfan
SENIOR PRODUCER
Scott Tinter
Sound Executive Producer
Buck Mason
Sound Post Producer
Daniil Kiselev
Sound Supervisor / ADR Mixer
Elliot Hartley
Sound Supervisor / Sound Designer
Mark Binder
Sr. Media Manager
Justin Bracco
Sr. Purchasing Manager
Dave Spanogians
Kenia Intriago
SVP, Celebrity & Influencer, Acquisition & Operations
Lori Golden
SVP, Global Partnership Marketing
Mindy Hamilton
Talent Agency
Platinum Rye Entertainment / Chicago
VP, Content
Alysha Yuille
VP, Creative Director
Adrian Chan
Lauren Varvara
VP, Executive Producer
Dani Stoller
VP, Experience Strategy Director
Chris Gilbert
VP, Global Partnership Management & Operations
Holly Frank
VP, Marketing Partnerships & Promotions
Chris Lisciandro
Writer/Producer, Creative Marketing Partnerships
Evan Aronson
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