To launch Tide Oxi Boost, Tide’s most powerful stain fighter ever, Tide partnered with Marvel not to focus on the heroes you know, but the regular people who live in the Marvel Universe and have to deal with the messes the heroes leave behind. Tide was given access to all Marvel 36 movies and 10 TV series to identify every collateral stain victim. Working with the studio, it took three months, 7 casting agencies, 14 stunt agents and a team of fifteen to locate a cast of real extras and turn them into the stars of our campaign. They were the heroes of the TV, OLV, social and outdoor and just like the other Marvel heroes we gave them their own action figures and sent them to the red carpet premiere. Using Marvel's new release playbook to launch Tide's most powerful detergent ever.