Super Bowl

After 11 Years Away, Downy Returns to Super Bowl With Mystery Celebrity

The monthslong campaign comes from Woven Collaborative and Saatchi & Saatchi

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The Super Bowl just got a little bit more aromatic.

Downy is returning to the Big Game for the first time in 11 years. The Procter & Gamble brand will promote its Unstopables product.

The 30-second ad will air during the second quarter and feature a celebrity who is a skeptic of Unstopables’ 12-week freshness guarantee. The only problem is we don’t know the identity of the celebrity.

“What we find is consumers have a hard time believing that Downy Unstopables could actually last as long as the the brand claims that it can last,” said Jenny Maxwell, P&G’s senior brand director of North America Fabric Care.

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