Tide's latest spot is a little Strange
The MCU's current Sorcerer Supreme, Wong, battles his magical colleague's Cloak of Levitation in an attempt to get it clean in this fan-serving, blockbusting spot collab between the detergent brand and Doctor Strange in the Multiverse of Madness.
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Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company Bullitt
- Director Anthony Leonardi III
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Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company Bullitt
- Director Anthony Leonardi III
- Post Produciton Company 3/New York
- VFX Framestore/Los Angeles
- Post Produciton Whitehouse Post/Los Angeles
- Editor Josh Bodnar
- Assistant Editor Tiffany Taveras
- Editor Executive Producer Caitlin Grady
- Head of Production Melanie Klein
- Colorist Tom Poole
- Composer Nicholas O'Toole
- DP Benjamin Kitchens
- Managing Director Hillary Rogers
- Executive Producer Jenni Sprunger
- Producer Nathaniel Greene
- 1st Assistant Director Matthew Haggerty
- Production Designer Julian Laverdiere
- Executive VFX Producer Pete King / (Executive VFX Producer)
- Creative Director/VFX Supervisor Scott Tinter
- Executive Producer Pete King / (Executive VFX Producer)
- Producer Scott Tinter
- Associate Creative Director Erin Evon
- Associate Creative Director Jason Burke
- Chief Creative Officer Daniel Lobaton
- Creative Director Lauren Varvara
- Creative Director Adrian Chan
- Creative Director Lucas Panizza
- Executive Producer Dani Stoller
Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company Bullitt
- Director Anthony Leonardi III
- Post Produciton Company 3/New York
- VFX Framestore/Los Angeles
- Post Produciton Whitehouse Post/Los Angeles
- Editor Josh Bodnar
- Assistant Editor Tiffany Taveras
- Editor Executive Producer Caitlin Grady
- Head of Production Melanie Klein
- Colorist Tom Poole
- Composer Nicholas O'Toole
- DP Benjamin Kitchens
- Managing Director Hillary Rogers
- Executive Producer Jenni Sprunger
- Producer Nathaniel Greene
- 1st Assistant Director Matthew Haggerty
- Production Designer Julian Laverdiere
- Executive VFX Producer Pete King / (Executive VFX Producer)
- Creative Director/VFX Supervisor Scott Tinter
- Executive Producer Pete King / (Executive VFX Producer)
- Producer Scott Tinter
- Associate Creative Director Erin Evon
- Associate Creative Director Jason Burke
- Chief Creative Officer Daniel Lobaton
- Creative Director Lauren Varvara
- Creative Director Adrian Chan
- Creative Director Lucas Panizza
- Executive Producer Dani Stoller
Never shy of breaking the fourth wall, as its It's A Tide AdSuper Bowl spots so ably showed, Tide has now set its focus on scooting through portals in a blockbusting collaboration with Doctor Strange in the Multiverse of Madness.
Following Sorcerer Supreme, Wong, as he chows down on a tuna melt, the spot soon turns into a madcap chase through New York City, as our exasperated wizard attempts to bundle the Cloak of Levitation into a washing machine in Sanctum Sanctorum’s laundry room.
Chock full of Easter Eggs (the sandwich itself being mentioned in Avengers: Infinity War), Bullitt director Anthony Leonardi III plays on the endearing character, played by Benedict Wong, whilst maintaining the extraordinary visuals we're used to from the MCU, courtesy of Framestore.
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In keeping with Marvel's track record of teasing their audience, the spot was preceded by a pair of Instagram posts from both Wong and, more intriguingly, David Harbour, the star of Tide's previous commercials and an MCU actor, to boot.
“The MCU has a way of making superheroes relatable through humor and insight, just like the best Tide work," comments Daniel Lobatón, Chief Creative Officer and Co-President, Saatchi & Saatchi New York. "So when it came to collaborating with Marvel, we were speaking the same language. How do we make this magical story extremely relatable to anyone, and then add a layer of easter eggs?
"We love telling the story of what happened when Wong finally ate the tuna melt sandwich he hinted at in 2018’s Avengers: Infinity War. The dynamic between Wong and the Cloak of Levitation is extremely fun. They’ve been through so many adventures, yet we see them in this very relatable moment of ‘get in the shower we need to clean you before your parents get home.’”
