 We didn't want to be preachy with this campaign. We really wanted to do something that people felt like. That seems fun. I'm willing to get on board and I'm willing to do it. Mr. T, we'll turn the cold. And so will this fool. I turned the cold. You know, technically you're Mr. T. Technically, Steve. Hi, I'm Amy Poglio. I'm the brand vice president for North America Laundry at Fracturing Gamble. Erin Stoller and director at Biscuit Filmworks. My name is Danny Lovaton, and I'm chief creative officer at Satchin Satchin New York. I'm Paul Bickler. I'm chief creative officer of Wolven, part of Satchin Satchin. What was the initial problem that Tade was looking to solve with this campaign? We knew that we wanted to set a new mission for ourselves for every load of laundry in this country to do a load of good. And we knew that that meant that every load should have a reduced impact on the environment and that we could increase the impact of clean clothes. And it turns out 90% of the energy is in heating the water. So we wanted to see could we persuade Americans to do three out of four loads of laundry in cold water? When we first got the brief, we recognized this was about changing people's behaviors. We thought, you know, how are we going to make this fun? How are we going to make this something that people really want to participate in? If you need to give a message of this kind to people where you're asking them to change a behavior and like something that is so on autopilot, we really need to stick out with as much entertainment The concept of using cold callers and people with cold names was so sticky and memorable. Ice tea, stone cold, calling on everyone to turn to cold washing with time. Ice tea is ice tea and he, you know, he doesn't, he doesn't fuck around. And then stone cold was a lot funnier and warmer than I thought he would be. They both brought in a lot of their own personality but also willingness to be spontaneous and set. A real plus of this program is that everyone that's participated has been a real joy to work with and really embrace the program. They really got some great talent on those. And I think all those spots are extremely, you know, different because of those people and they were able to take a lot of boxes. We were thinking, oh, who could we bring that brings a different audience into the idea? And I think like Manila Ice had to be there just because of that pun like we were saying. Ice Ice baby. Then Annie Murphy and so on. They started checking certain boxes that we were like, oh, this is broadening and broadening the reach. As more and more names come into the mix, more and more opportunities for who we could call to get the message out. It just kept building and building. Hello. Hello, Mark Messier. It's Messier. Mark Messier. Mess C A. From the time the board landed to, you know, the time we shot it was probably, you know, three to four weeks. We always wanted to launch this program around Earth Day. And so the original plan was for, you know, right around April, 2020. But like everyone, we got surprised by the COVID-19 pandemic. We took our focus to where it was needed during the pandemic in order to do it. I think we were all just, we're really hoping that this was gonna come back. I think it just gave us time to really take a step back and look at the whole program. That last round of head is that last extra push actually made the work better. Part of the beauty of this has been that everyone has received a cold call at home and reacts to it in their own way. Mr. T, of course he would say, put your jibber jabber away. Somebody sent cold calls him out of the blue to talk about washing cold water. Yeah, what y'all want? Will you turn to cold washing with Ty? Put your jibber jabber. Mr. T is a national treasure. I never worked with him before. I don't think I've ever come across a human being who is more positive. Oh, wait, I totally randomly, I just saw this. This was the Mr. T thing that he gave everybody. You sign it on the back and you go, we got one and it has all of the catchphrases and it's signed and it says like, put your jibber jabber, so yeah. Do you have a favorite of the campaign? I like the one with Annie Murphy a lot where she says I will take that change for the environment. I will take the money for the environment. I will take that money for the environment. Annie Murphy has such a great comedic timing. We had this idea of like they call and she like bounces back the call and she's like, no, unsubscribe. And she was like, oh, I can make that work. Her timing and her presence and her ideas, like she was an absolute treat that she was. Oh, the environment. Yeah, yeah, yeah, with the trees and the shrubs. How much money? Vanilla ice was pretty amazing too. Ice ice baby always gets me like when they call him and he's like, Vanilla ice, ice ice baby. Like the fact that he went for that and he was like getting to make that. And we were like, yeah, and you're gonna be eating vanilla ice cream. And she's like, no one's gonna know this. And then like, but someone will. He brought a lot of comedy and stuff to it. Vanilla ice made a prison rap on set. He was like, oh, what if I try this? That was super fun. Hey, if hard to problem, yo, I'll solve it. Check out the washing machine as it revolves. Can you talk about where the jingle came from? From the beginning, Paul was like, this needs a jingle. We were working with a group called Pickle Music. We were looking for a way to brand this program, like make it almost feel like the opening of a television show. When they showed us this one, we were like, okay, we're gonna play with this one because it was really fun. Is it a campaign that you would like to continue on? Yes, we, you know, Tide has announced our ambition 2030 commitments. And so those are for the next 10 years and beyond. So you're gonna keep Stone Cold a nice T8 and work for a few years yet? I can't speak to future advertising, but I can tell you we love working with them. And, you know, they're gonna stay around for the foreseeable future. This is a cold car.