Febreze Introduces a Man Whose ‘Bleep’ Doesn’t Smell for the Brand’s Second Super Bowl Appearance

Actor Kieran Mulcare stars in the spot

Meet the man whose "Bleep" don't stink. Febreze
Headshot of Katie Richards

Febreze is back in the Super Bowl with another bathroom-themed spot created by Grey New York.

Last year, the brand’s first year in the Super Bowl, Febreze focused on how football fans could avoid a potentially smelly situation in the bathroom during halftime. This year, the brand created Dave—a man who can use the bathroom to his heart’s desire without leaving a single smell behind, or as Febreze so wonderfully puts it, his “bleep don’t stink.”

While Dave will be at home watching the game from his couch with his magical gift, the rest of the country will be at Super Bowl parties or bars with regular humans. That’s where Febreze comes in. Febreze hopes this latest push will get a can of it in every bathroom in America before the Super Bowl.

Actor Kieran Mulcare, known for his roles on TV shows including Jessica Jones and Gotham, stars in the ad as Dave, the smell-less man with parents who are more impressed with their son whose “bleep don’t stink,” than their friends’ whose son is a lawyer.

Febreze will run a 30-second version of “The Only Man Whose Bleep Don’t Stink” during the second quarter of the game. There’s an extended 60-second cut as well that Febreze will run on social channels.

Check out the 30-second and 60-second cuts below:

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Client: P&G/Febreze

WW Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Group Creative Director: Lance Parrish
Creative Director: Tyronne Schaffer
Creative Director: Matt Moyer
Copywriter: Lesley Scheuermann
Art Director: Reagan Fromm
Project Manager: Arie Andrews
Planning Director: Justine Feron
Senior Planner: Jeremy Ho
Partner: Caroline Winterton
BAL Global EVP: Mercedes Campos
VP Account Director: Kelly Norris

SVP Head of Integrated Production: James McPherson
Associate Head of Production: Tania Salter
VP Executive Integrated Producer: Katy Hill
Music Producer: David Lapinsky

Director: Bryan Buckley
Managing Partner / Executive Producer: Kevin Byrne
Partner / Executive Producer: Mino Jarjoura
Executive Producer: Dan Duffy
Head of Production / Executive Producer: Jacki Sextro

Managing Partner / Editor: Tom Scherma
Assistant Editor: Joshua Berger
Managing Partner / Executive Producer: Maura Woodward

Colorist: Fergus McCall
Executive Producer: Rochelle Brown

Executive Producer: Diana Dayrit
VFX Producer: Cara Flynn


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@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.