For Dude Wipes, the Super Bowl was a veritable cornucopia of pun opportunities, particularly given that Kansas City Chiefs tight end Travis Kelce played such a prominent role.

Getting Dude Wipes humor into any official NFL venue in Las Vegas was never going to pass muster with the league, of course. But LED billboard ads on the side of Resorts World Hotel, readily visible from the Strip, did the job.

The decision to advertise in Las Vegas came late, leaving only three days for agency Curiosity to come up with a series of animated billboards bearing such messages as “We love a clean tight end, too,” an obvious reference to Kelce’s relationship with Taylor Swift. The campaign also targeted attendees at Taco Bell’s “Live Más” event with such messages as “When the spicy tacos hit. Wipe mas!”

Besides getting noticed in Las Vegas, the campaign generated media coverage nationwide, including a story on TMZ, said Dude Wipes Co-Founder and Chief Marketing Officer Ryan Meegan.

“We did not get any official flack from the NFL,” said Tricia Wolfer, director of direct partnerships at Curiosity. “Where we did get some flack actually was from Resorts World, when they found out that Taylor Swift and the Chiefs after-party was going to be held there.” Swift had booked an entire floor, and Resorts World was concerned she might move the party elsewhere, given the ads.

“We had a great partner at Clear Channel who went to bat for us,” Wolfer said. “It came out beautifully. And I guess the party went on too.”

The campaign was part of an effort that increased unaided awareness among the core male demographic by five percentage points in March 2024 compared with a year ago and by two percentage points among females, according to Curiosity.

“We take chances,” Meegan said. “Sometimes we strike out. Sometimes we hit singles or doubles. But we’re always looking for that home run opportunity, and this was one of them. It came to fruition.”