P&G taps toilet humor in SB LII Spot

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P&G taps toilet humor in SB LII Spot

By Mike Troy - 02/01/2018
Meet Dave. He relies on Febreze to keep his bathroom fresh for the Super Bowl even though his own you-know-what doesn't stink.

A man suffering from a “fecal anomaly” stars in a Super Bowl LII spot for Procter & Gamble’s Febreze air freshener and sets a new standard for bathroom branding.

The ad is based on the premise of how a man who’s you-know-what doesn’t stink prepares to host a Super Bowl party where everyone else’s does. The big game can create some big challenges and awkward moments when it comes to guests’ usage of the average homeowners’ bathroom. So Dave, the man in ad afflicted with the fecal anomaly, relies on P&G’s Febreze.

“We are thrilled to return to the Super Bowl this year as we unveil Dave, the only man whose #BleepDontStink,” said Guerin McClure, Associate Brand Director, North America and Global Air Care at Procter & Gamble. “The truth is that everyone goes. And on Game Day, with millions of people attending parties across the country, there most likely will be someone going at your place. So get your bathroom as ready as your television room this Super Bowl Sunday - and place some Febreze on the back of your toilet."

The ad, developed by Grey New York, will air during the second quarter and features a supporting cast that marvels at Dave’s gastrointestinal gift.