Febreze is unveiling its Super Bowl entry today, after teasing it last week with a preview spot that helped back a joint promotion with P&G sibling Charmin around the notion that people should buy toilet paper and air freshener to prepare for the halftime break, just as they stock carts with beer and snacks for the rest of the game.
The humorous Febreze ad from Grey, starring comic actress Kathryn Hahn, will run in the second quarter and focus on people's rush to the bathroom for halftime relief, along with the need air freshener. It celebrates the "halftime bathroom break" which, according to the spot, exists in the "few precious moments between the halftime whistle and the halftime show." The spot was directed by Knucklehead's Rob Leggatt.
This year, an apparently unprecedented four household cleaning, freshening or laundry brands have bought into an ad showcase that's dominated by more fun things, like cars, beer and snacks. The other brands are Henkel, Tide and Febreze's fellow Procter & Gamble brand, Mr Clean.
Read more about the other campaigns at AdAge.com.