Tide, America’s #1 Detergent, is entering the Marvel Cinematic Universe – bringing its superior cleaning to Doctor Strange’s iconic Cloak of Levitation ahead of the “Doctor Strange in the Multiverse of Madness” release on May 6th.
In easter-egg filled creative starring Benedict Wong, the new Sorcerer Supreme Wong must harness the power of Tide PODS to clean the dirtied cloak, despite the Cloak’s objections.
The spot was produced in partnership between Saatchi & Saatchi, Marvel Studios, and Bullitt – a creative studio whose founders include the Russo Brothers (Marvel Studios’ Avengers: Endgame.) Tide enlisted the Oscar-winning visual effects company Framestore to bring the Doctor Strange iconography to life. Anthony Leonardi III – who has previously collaborated with Marvel on co-branded campaigns for Hyundai, Lexus, and Xbox – directed the spot.

This professional campaign titled 'Cloak vs. Tuna Melt' was published in United States in April, 2022. It was created for the brand: Tide and Doctor Strange in the Multiverse of Madness, by ad agency: Saatchi & Saatchi. This Film medium campaign is related to the House, Garden industry and contains 1 media asset. It was submitted over 1 year ago.


Advertising Agency: Saatchi & Saatchi NY

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