Procter & Gamble Co.'s Febreze returned to the Super Bowl with "Dave," a man whose "bleep don't stink."
The 30-second ad from Grey, New York, ran in the second quarter of the Big Game and follows the unusual odor-free defecator along with friends and family "awed by his fecal anomaly." It reminds people that Dave will not be attending their Super Bowl parties, so they need Febreze to eliminate socially awkward odors. The commercial was directed by Oscar-nominated Bryan Buckley.
P&G's odor neutralizer aired its first Super Bowl ad in 2017 in an effort to remind people to stock up on Febreze ahead of the Big Game the way they do beer or snacks. The strategy worked, giving Febreze its highest sales week of the year, according to North American Associate Brand Director Guerin McClure.
AGENCY: Grey New York
QUARTER AIRED: Q2