For the launch of Tide Oxi Boost, we needed to show that no stain was too big for the most powerful detergent ever. And where could we find the biggest, most epic stains for Oxi Boost to defeat: the Marvel Cinematic Universe.
But we didn’t set out to tell the story of superheroes. Under the title "Collateral Stains," we flipped the camera over to the every day citizens of the MCU who have to put up with epic battles all the time. These MCU bystanders take center stage to show us that Tide Oxi Boost can overcome any stain.
And we extended the idea into OLV, social , real life events, and even outdoor by featuring REAL, ACTUAL MCU extras whose brief appearance resulted in epic stains that only Tide Oxi Boost could handle.
The night the movie premiered, we launched with "5D" screening of Captain America: Brave New World, where viewers got hammered with stains that only Tide Oxi Boost could save them from.
And to top it all off... why not make some action figures?
CCO: Joaquin Molla | Executive Creative Director: Jason Stefanik, Marcelo Padoca
Creative Director: Anthony Chelette, Step Schultz, Jon Bellinger
5D Experience Creative Team: Evan Schultz, Lisa Eri & Adam Van Dusen | Design: Agatha Sohn, Ralph Bachir
Director: Jim Jenkins, O Positive