“Doctor Strange,” Tide team up for Marvel commercials

The newest Marvel Universe heroes don’t have the kind of superpowers that Thor, Captain Marvel, or Spider-Man do, but some people think the look is too bold.

In a new commercial launching today, Procter & Gamble Inc‘s Tide He helps save the day when Dr. Strange’s longtime colleague Wong finds himself having to clean up an independent-minded lifting mantle, stained and tainted with pizza flour and melted tuna chunks. The advertisement, which will appear on various social networks and on television, is a deliberate attempt to promote the opening of May 6 “Doctor Strange in a multiverse of madnessDisney’s latest Marvel Studios movie, but that doesn’t mean it can’t spotlight well-known laundry detergents, too.

https://www.youtube.com/watch?v=9EJ6i7s7aB4

“Not only are Marvel fans big, but they are very engaged. It really allows us to get into this new space,” Alex Perez, senior brand manager for North American laundry products for Procter & Gamble, says Alex Perez, in an interview. before, but not in a way that was interesting to them.”

Many top marketers have joined movie studios to help promote a big entertainment release, whether it’s McDonald’s serving game characters in its kid-focused Happy Meals or Anheuser-Busch InBev’s Bud Light joins Warner Bros. Discovery’s HBO To launch a new season of “Game of Thrones”. However, Tide executives can’t remember a time in the recent past when the cleaner helped pave the way to a movie release.

Tide disrupted the guest starring role as Procter & Gamble focused more on technologies other than Playing the same old laundry ads For decades, housewives touted the detergent’s ability to remove stains. In recent years, Tide has been She carved out notable roles in many different Super Bowl ads, One displaying a stain on the shirt of Fox announcer Terry Bradshaw that featured prominently in an ad that quickly followed. company recently Recruit celebrities like Ice-T and “Stone Cold” Steve Austin To persuade consumers to wash clothes with Tide brand stretch designed for use in cold water. And Tide has partnered with 16 different NFL teams Last year to help continue this effort.

While Marvel is one of the most popular entertainment brands in the country, Procter doesn’t leave anything to chance. Social media users who follow actor David Harbor, a former Tide campaign participant who also plays Black Widow’s father in the Marvel movie of the same name, may have noticed something unusual last week. Harbor posted a video Thursday in which he talks about a stained shirt. in the background. Viewers may have seen a hand emerging from one of the interdimensional portals used by Doctor Strange and his magical colleagues and holding onto a bowl of Tide Pods. “This has opened up huge speculation and conversations among fans,” says Daniel Lupatton, chief creative officer of Saatchi & Saatchi New York, the advertising agency that is part of Woven, a consortium of advertising companies that are into Procter’s fabric care business.

The strangest thing that happened to me… 👀@marvel @tide
#TideAd #DoctorStrange #MultiverseOfMadness pic.twitter.com/L6CqCLHoiv

– David Harbor (@DavidKHarbor) April 14, 2022

He says the ad’s plot was chosen very deliberately. Wong’s efforts to clean up a mantle that doesn’t belong to him will resonate in the hearts of viewers, who may have gone through a similar situation, says Le Baton. “When you’re not your own, you care a lot,” he says.

Marvel fans will find many other references to the company’s films when they see the ad, says Lupatton, which was created by a group of creative executives who are also movie fans. “I’m a nerd,” he admits. Even the tuna melt that smears Doctor Strange’s head has its roots in Marvel movie lore: In “Avengers: Infinity War,” Wong and Doctor Strange talk about the building powers of a good melted tuna sandwich before Bruce Banner appears before them to lure them in. Battle with Thanos.

Perez says the new commercial will rotate through June, which means it will help draw attention to the movie before it premieres, and then play elements of the movie that might grab a consumer’s attention after they’ve seen it. “Marvel fans will love it, but you don’t have to be a Marvel fan to get the insight and enjoy the location,” says the CEO.