The campaign, from McClain Finlon Advertising, Denver, will also include national magazine and outdoor ads. Spending was not disclosed.
Orange Glo, which said it has more than tripled sales over the past two years to $245 million on the strength of its infomercials, faces new competition for OxiClean from Clorox Co. and Unilever's All brand.
The campy TV spots with the tagline "Millions Believe for a Reason" show a football team holding a practice wearing prom dresses on a field of blueberry pies, after which an announcer uses OxiClean to remove the stains in 15 seconds.
Print and outdoor ads continue the theme with such selling lines as "Helping teens cover up house parties since 1992." Magazine ads, which will run in women's and parenting magazines, state: "As a parent, you may have already seen it in action. Whether you know it or not."