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Irish Spring, the 50-year-old soap brand made by CPG manufacturer Colgate-Palmolive, has never run an ad during the Big Game. That streak ends this year, as the brand plans to air a 30-second spot during the 4th quarter of Super Bowl 56.
A short teaser of the commercial, produced by creative agency Ten6, shows a man on a raft arriving in an unfamiliar land where everyone is wearing white.
Emily Fong Mitchell, general manager of personal care for North America at Colgate-Palmolive, said consumer research shows young men think “the opposite of clean isn’t dirty; it’s stinky.”