Tide Cold Callers / The two coldest icons in pop culture call on America to turn to cold water washing with Tide

IDEA

To convince American of that Tide cleans better in cold than the bargain brands do in hot, we enlisted the two coldest icons in pop Culture – Ice-T and Stone Cold Steve Austin to literally call on American to #Turn2Cold. From their call center, they cold call everyone from Mr. T. and Vanilla Ice to Annie Murphy and Mark Messier.

IMPACT

This campaign supports P&G’s “Ambition 2030” program which aims at reducing 27 metric tons of greenhouse gases–the equivalent of removing a million cars from the road.

RECOGNITION