Cults Aren't All Bad in Irish Spring's Super Bowl Debut

The soap brand's 30-second spot is scheduled to air during the fourth quarter

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Is it wrong for members of a small, isolated community to be deeply zealous about smelling good?

That’s a question one stinky stranger is forced to ponder in Irish Spring’s first-ever Super Bowl ad, set to air during the fourth quarter. The 30-second spot, titled “Welcome to Irish Spring,” was made by creative agency Ten6.

“We noticed that no one in the category was owning the notion of smelling great, and it felt like very fertile territory,” Spence Kramer, founder and CEO of Ten6, said in a statement.



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