Social media elements to the campaign included Twitter cameos by Betty White, Pittsburgh @Steelers All-Pro WR Antonio Brown, Danica Patrick, last year’s Tide Super Bowl presenter Terry Bradshaw, and Old Spice presenter Isaiah Mustafa.

Tide Ad Credits

Filming was shot by film production collective Traktor via Rattling Stick with director of photography Hoyte Van Hoytema, executive producers Joe Biggins, Jeff Shupe, Richard Ulfvengren, head of production Richard McIntosh, producer Rachel Curl, production supervisor Chloe Stella.

Editor was Jeff Ferruzzo at Arcade Edit with producer Andrew Cravotta. Colourist was Tom Poole at Company 3.

Visual effects were produced at The Mill by creative director Becky Porter, 2D lead artist Narbeh Mardirossian, 3D lead artist Tom Grahm, 2D artists Ashley Forbito, Lisa Ryan, Jake Maymudes, Mandy Sorenson, Chris Hunsberger, Stefan Smith, Jason Bergman, Gareth Parr, Sam Evenson, 3D artists Charles Storniolo, Jason Kim, Sharlene Lin, matte painter Ed Laag, motion graphics team Greg Park and Kyle Romaneck.

Sound was mixed by Philip Loeb at Heard City. Music was produced at Personal Music by composer Alexis Estiz with producer Courtney Jenkins.

Media was handled at Hearts & Science.