Sonic Union sound mixer Brian Goodheart teams up with director Mark Nickelsburg in the buzzworthy new :30 spec spot “Tide to Go Wedding.” An unofficial spec spot for Tide, the viral video surpassed one million views in less than 24 hours.
The comical spec features two gay men, all dressed up in snazzy tuxedos, approaching the church where they are due to be married. A furious woman stands in their way and refuses to let them enter the church, saying that she will not let them “blemish the sanctity of marriage.” Thinking they are experiencing prejudice for their sexual orientation, the men begin to protest. However, the woman instead whips out a Tide To Go pen from her purse and fixes a stain on one groom’s shirt, thereafter declaring them ready to enter and exchange their vows.
The spot, which was created as a spec and is not associated with Tide, P&G or its agency of record, has gone viral, being featured on sites from TIME to Ad Week, the Huffington Post, Fortune and Slate.
Although the spot was not commissioned by Tide, Sonic Union mixer Goodheart enjoys the benefits of working on specs and is not surprised by the amount of attention and controversy it has caused.
“You have a little more freedom to do something interesting, something that might not make it through an agency approval process [in a spec.] I think that edgy humor is what people are responding to with this ad.”
Credits:
Spec work (no client or agency)
Title: “Tide To Go Wedding;” :30
Production Company: TinyGiant
Director: Mark Nickelsburg
Writer: Shiraz Gani
Art Director: Barbara Graetzer
Sound Mix: Sonic Union
Sound Mixer: Brian Goodheart
ABOUT SONIC UNION
Sonic Union helps marketers polish their brand messages by delivering true excellence in sound. In our renowned and inspiring space overlooking Union Square, we enjoy collaborating with ad agencies, content creators, editors and producers. Amplifying and refining their creative intent.
Our group of eight mix engineers/sound designers is led by industry vets Steve Rosen and Michael Marinelli. They are deeply experienced in doing what they love, nurturing exciting new talent and staying away from the donuts.
Thanks to our entire tight-knit and friendly team, Sonic Union is trusted with some of the highest profile commercial audio post work in the business.