America has always washed in hot. But Tide actually works just as well in cold as the bargain brand in hot. Washing in cold has a ton of benefits. It saves energy and saves you money…but no one knows it’s an option.  So we brought together two of America’s coldest icons Ice-T and Stone Cold Steve Austin to cold call other celebrities to convince them to turn to cold—and convince the rest of America along the way.

There was a huge social push including social content with talent and conversation cards on Twitter. As an easter egg you could even text with the Cold Callers using the number in the spot.

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Cannes/ 1 Gold (sustainability), 1 Bronze. One Show / 1 Green, 6 Merit D&AD / 2 Wood. Effies/ 2 Bronze.

We even came back and convinced the NFL and their fans to turn to cold. Quarterback Matty “Ice” joined the cold callers and helped them convince a hot headed chef, Gordon Ramsay to make the switch.