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The brief said Woolite Complete won't stretch, shrink or fade your clothes. Kind of sounds like regular detergent is a “horror story”. And so, our idea of a "clothes torturer" as a metaphor for regular detergents was born. To truly observe the codes of horror film release, we enlisted Rob Zombie to bring the story to life, released disturbing wild postings and trailers. The sneak preview on the Woolite Facebook page helped it ignite interest-generating coverage from the leading news and entertainment sites to blogs.