Febreze may be sitting out the national broadcast this year, but it’s not skipping the Super Bowl. We can smell the evidence through our screens.
The P&G brand enlisted the aid of former NFL star Terrell Owens for an online effort debuting today. Structured around a “Super Bowl Party Prep With Terrell Owens” segment, the spot features Owens discussing the importance of having Febreze on hand to tackle lingering odors. Things hit an unexpected snag when the Febreze isn’t delivered on time.
Production company Hiker created the clip.
In a press release, Febreze explained that it wanted to release this one well ahead of the Super Bowl, as people are stocking up on party items in anticipation of the big event. That seems to be a solid strategy, but while the spot’s premise is relatable, its attempts at (mostly potty) humor fall flat.
A national broadcast ad in the Super Bowl is an expensive investment, of course, so it’s perhaps understandable that the brand would seek to cut costs with an alternate approach this year, but the creative product leaves a lot to be desired. Some might argue it’s also an argument against circumventing creative agency of record partners.