Tide set out on a mission to convince everyone to make the switch to cold water under one big umbrella #TurnToCold. We brought together “cold” pop culture icons “Stone Cold” Steve Austin, one of America’s best known professional wrestlers, and Ice-T, an actor best known for Law & Order: SVU to convince celebrities like Vanilla Ice, Mr. T, Annie Murphy and Gordon Ramsay to turn to cold.

Then to prove Tide’s superior performance in cold water, we called the NFL and convinced 15 teams— and all of their fans—to wash in cold. We hit multiple pop culture verticals, from music to entertainment to sports to get everyone to #TurnToCold.