MADE for the multiverse

When Dr. Strange agreed to play ball with Tide, we didn’t just want to clean a cape but actually use multiverse science to weave our spot into the fabric of the Marvel Cinematic Universe.

In the lead-up to Marvel’s upcoming film, “Doctor Strange in the Multiverse of Madness,” fans were obsessively picking apart trailers and looking for clues as to which characters might make a special appearance in the movie. How could we shift this conversation to get fans to talk about Tide’s collaboration with Marvel?

So we tapped into Marvel fans’ obsession with fan theories and created a fan theory of our own to put Tide at the center of the online conversation.

This immediately ignited conversation across social platforms as fans speculated, “Is David in the movie?,” “Is the Red Guardian back?,” or, “Is the entire Marvel Cinematic Universe just a Tide ad?”

it was wong

We dropped out ad the following week answering all the questions :
it was Sorcerer Supreme (and Dr. Strange’s Room Mate) Wong. who took David’s Pods to clean Strange’s Cape of Levitation, and is now also my favorite Sorcerer.

Quiz Time

We also threw in a healthy dose of easter eggs.
Here’s a clip to take you through what you may have missed.