Tinygiant director Mark Nickelsburg recently directed “Wedding,” a spec spot for Tide To Go. Imbued with a sentiment of marriage equality and a strategic misdirect in terms of storyline, the lighthearted :30 spot delivers an endearing payoff after two grooms wearily encounter a virtuous Church Lady on their wedding day. The commercial went viral after Nickelsburg posted it on his personal Facebook page, surpassing one million views in less than 24 hours.
While some camps in the online community initially mistook Nickelsburg’s lampoon for a bona fide Tide ad, others across social media lobbied for Procter & Gamble, Tide’s parent company, to actually air it.
“As with any spec spot, the goal is to make it look as authentic and high-end as possible to showcase your production chops to the fullest extent, so you can’t help but be flattered when viewers think it’s legit,” said Nickelsburg. “Ultimately, though, this project was a labor of love for everyone who graciously donated their talent, time and resources.”
Nickelsburg credited New York-based freelance creatives Shiraz Gani and Barbara Graetzer for coming up with the original idea for the spot. He met the duo last November when he was looking for a dialogue-driven script.
