• by Les Luchter , January 10, 2025

Who'd enter a sweepstakes to win a chance to get their clothes dirtied?

Maybe no one -- until they learned those stains were part of a free screening of Marvel Studios’ upcoming “Captain America: Brave New World” movie -- where participants will also receive a new Tide product that Procter & Gamble promises will remove the damage when they  get home.

Thirty sweepstakes winners, Tide says, will “experience collateral stains as if they were on the periphery of the action. Captain America makes a grand entry and stirs up some dirt? The audience gets dirty too. Epic battles lead to muddy stains? Attendees will also get mud on their clothing.”

In return, they’ll get samples of Ultra Oxi Boost Power Pods, which P&G says has the twice the Oxi power of the original.

The prize value to see the film, get stained and receive Tide, is approximated at $30. The rules add that the “sponsor is not responsible for any articles of clothing that are permanently damaged at the event.”

“The biggest stains in any universe can only be cleaned by Tide, the most powerful clean in any universe,” boasts Alex Perez, P&G’s vice president for North America Laundry, in a statement. “So whether you’ve spilled your morning coffee or get Hulk-sized stains on your way home, Tide has you covered.”

The sweepstakes is part of Tide’s launch campaign for Ultra Oxi Boost Power Pods, which includes four commercials that blend scenes from the Marvel Cinematic Universe (MCU) with innocent bystanders getting stained and then cleaned thanks to Tide.  

The campaign, running on TV and social, includes three spots ("Bus stop,""Mango" and "Guac") that specifically plug “Captain America: Brave New World"'s Feb. 14 opening “only in theaters” via an end graphic, and one spot ("Ketchup") that ties in with “’The Avengers" and other Marvel Studios titles now streaming on Disney +.

The campaign was created by Saatchi & Saatchi, in partnership with MSL & Le Truc -- part of the Woven Collaborative.

The Instagram-centered sweepstakes runs through Jan. 24, with the screening taking place Feb. 13 in Brooklyn.

The current campaign doesn’t mark Tide’s first tie-in with the MCU. In a 2022 push, Tide Pods linked up with “Doctor Strange in the Multiverse of Madness.”