Grey New York unveiled what will be the first-ever Super Bowl spot for Procter & Gamble’s Febreze brand with an “Odor Ode” to the halftime bathroom break promoting Febreze with OdorCare.
Kathryn Hahn (Parks and Recreation, Happyish, Transparent) provides the voiceover, which begins, “I love you halftime bathroom break,” before explaining that viewers hold it in for fear of missing any of the “can’t miss football” and “must-see commercials.”
There’s just one thing about those bathroom breaks, though: sometimes they stink.
The spot will make its broadcast debut during the second quarter of the Super Bowl, as some viewers are undoubtedly anticipating that halftime bathroom break.
P&G vice president, Home Care North America and brand franchise leader for Gobal Air Care Martin Hettich told Adweek that Febreze with OdorCare is Febreze’s “toughest [odor-eliminating] formula to date” and its “largest product innovation since our inception nearly 18 years ago.
“We have no pre-game jitters,” he added. “We are really excited for the work, and we think it will drive a head nod and laugh from the millions of game-watching fans who can relate to the halftime bathroom break.”
The big game spot is part of a larger “Odor Odes” campaign. Another “Odor Odes” spot sees a man, who apparently named his dog “Gordo,” profess his love for something else that can get a little stinky: his couch.
Credits:
Client: P&G / Febreze
Agency: Grey New York
Chief Creative Officer, Grey New York: Andreas Dahlqvist
Executive Creative Director, Grey New York: Jeff Stamp
Executive Creative Director, Grey New York: Leo Savage
Creative Director, Grey New York: Lance Parrish
Creative Director, Grey New York: Stephen Nathans
Associate Creative Director, Grey New York: Patrick Conlon
Associate Creative Director, Grey New York: Will Gardner
Copywriter: David Mattera, Cuanan Cronwright, Leo Barbosa
Project Director: Hank Romero
Strategy Director, Grey New York: Justine Feron
Strategist, Grey New York: Toni Dawkins
EVP / Global Account Director, Grey New York: Rick Reilly
SVP / Global Account Director, Grey New York: Mercedes Campos
VP / Account Director, Grey New York: Kelly Norris
Account Supervisor, Grey New York: Tim Carpenter
Account Executive, Grey New York: Stephen Koepp
Assistant Account Executive, Grey New York: Hannah Byrne
Production Agency: Townhouse
Townhouse President: Bennett McCarroll
Townhouse SVP Head of Integrated Production: James McPherson
Townhouse Exec. Integrated Producer: Tania Salter
Townhouse Integrated Producer: Emily Darby
Townhouse Music Producer: Zach Pollakoff, David Lapinsky
Production Company: Knucklehead
Executive Producer: Cathleen Kisich
Director: Rob Leggatt
Director of Photography: Ben Davis
Music/Sound Design: Townhouse Studios
Principal Talent: Kathryn Hahn
Editorial: Final Cut
Editor: Joe Guest
Executive Producer: Sarah Roebuck
Head of Production: Jen Sienkwicz
Producer (NY): Brad Wood
Producer (UK): Frankie Elster
Assistant Editor (NY): Dan Berk
Assistant Editor (UK): Kit Wells
Postproduction Company: Significant Others
Creative Director: Dirk Greene
Lead VFX Artist: Dirk Greene
VFX Artist: Betty Cameron
VFX Artist: Eric Gelgand (freelance)
GFX Artist: Phillip Brooks
GFX Artist: Will Kim (freelance)
VFX Producer: Alek Rost
Telecine Company: Color Collective
Colorist: Alex Bickel
Executive Color Producer: Claudia Guevara
Content Curation & Clearances: Catch&Release