The first Super Bowl ad for Procter & Gamble's Febreze came amid a push by P&G Chief Brand Officer Marc Pritchard into mass-reach advertising (and a simultaneous war on all the deficiencies of digital advertising). The spot by Omnicom's Grey New York stars comic actress Kathyn Hahn takes advantage of second-quarter placement to tout "America's Halftime Bathroom Break." No offense to halftime performer Lady Gaga, her branded integration with Intel or halftime show sponsor PepsiCo.
P&G also brought Tide ("Bradshaw Stain" and "Restain") and Mr. Clean ("Cleaner of Your Dreams") to Super Bowl LI, part of an unusual presence by home cleaning products in a venue usually dominated by more fun things like fast cars, light beers and crunchy snacks.
While home care brands had been in the game before, there had never been two at a time, much less four, according to Ad Age research. And there had never been a head-to-head matchup in laundry detergent like Super Bowl LI's battle between Tide and Henkel's Persil ("10 Dimensions").
QUARTER AIRED: Q2