Persil Is Bringing Its ‘Stain-Fighting Superhero’ Back to the Super Bowl

See the teaser for this year's spot

Laundry detergent brand Persil ProClean announced plans to return to the Super Bowl this year after making its Big Game debut last year. TBWA will handle creative.

UPDATE: Persil released a teaser for its game day ad. The spot features a “certain Science Guy,” Bill Nye, “making a mess and cleaning it up.”

Persil had just launched in the U.S. in early 2015, so the decision to run a Super Bowl ad last year was quite a strategic one. Clearly, the decision paid off for the brand.

“Last year’s appearance in Super Bowl 50 was instrumental in getting the Persil name recognized across the country,” Janell Holas, vp of marketing for Persil, said in a statement. “We are excited to leverage our new commercial this year, giving our North American consumers yet another reason to switch to Persil ProClean—because we know once they try it, they’ll love it,”

In the spot last year, a dapperly dressed spokesman announced that after a few official tests, Persil ProClean was named America’s highest-rated detergent. The man, also known as “The Professional,” will make another appearance in this year’s ad.

Persil, which is owned by Henkel North America, has not yet released any other details about when the spot will run or hints about creative.

For more Super Bowl LI news, check out Adweek’s Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

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