We created a spot with a clever art direction twist that transforms the movie theatre screen in to the symbol of the brand equity. To make it work better, we ran the spot last in the block of the ads and trailers, right before the feature.

If there’s anything white, that’s the white screen in the cinema auditorium. As whiteness is the equity of Tide, we thought that the darkness of the cinema theatre would be an ideal situation to remind our target about the cleaning power of Tide. We shot this ad and placed it in the advertising block so it runs just before the feature.

Generated word of mouth + free PR; 85% of interviewees spontaneously named Tide when asked about commercial shown before the movie, provoked 65% purchase intent, high response at a rather low budget.