Persil ProClean is returning to pro football’s biggest night for the fourth consecutive year. The detergent brand will bring back The Professional, a pitchman who wants to help you clean your clothing, to the Super Bowl on Feb. 3 on CBS.
A brand spokesperson confirmed to Adweek that it is returning to the Big Game with an ad featuring the recurring character, who has been played by Younger actor Peter Hermann. DDB New York will handle creative for the spot.
The brand and the agency did not share creative details, when the spot will air or the spot length.
Last year, DDB New York teamed up with directors Tim Heidecker and Eric Wareheim (of Tim & Eric Awesome Show, Great Job! fame) for a spot featuring The Professional tackling some guacamole stain drama.
The campaign also included a microsite featuring the character in a variety of digital spots, as well as influencer-driven content. DDB New York took over for TBWA\Chiat\Day as the brand’s creative agency of record in June of 2017, following a review.
Persil made its Big Game debut with an ad featuring The Professional in Super Bowl 50.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.
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