Will Febreze's First-Ever Super Bowl Ad Pass the Smell Test?

Febreze doesn't want you to stink up the bathroom on Super Bowl Sunday. In fact, the Procter & Gamble brand's first-ever big-game commercial, developed by Grey New York, suggests folks use Febreze during their halftime potty break to keep such potentially smelly situations under control. Airing in the second quarter, the 30-second spot focuses on the fact that millions of viewers rush to their toilets at the mid-point break in the action. "I love you, halftime bathroom break," begins comic actress Kathryn Hahn (Crossing Jordan, Parks and Recreation, Transparent) in the voiceover of the teaser below. "On Super Bowl night, for two-plus hours of can't-see football and must-see commercials, we do the unthinkable—we hold it, until the halftime whistle blows." UPDATE, Jan. 30: Below is the in-game spot, as well as an extended cut: [kickout id="1"] [kickout id="2"] Febreze with OdorCare, "our toughest [odor-eliminating] formula to date ... is the largest product innovation since our inception nearly 18 years ago," Martin Hettich, vp of P&G Home Care North America and Brand Franchise Leader for Global Air Care, tells Adweek. "We have no pre-game jitters. We are really excited for the work, and we think it will drive a head nod and laugh from the millions of game-watching fans who can relate to the halftime bathroom break." The Super Bowl splurge is part of the brand's broader new "Odor Odes" campaign, with more ads voiced by Hahn, including this funky little furniture number starring a scent-obsessed dude with an incredibly itchy Febreze trigger finger: [kickout id="3"] Bro, if it reeks that bad, maybe train Rover to stay off it. Or get a new sofa! CREDITS Client: P&G / Febreze Agency: Grey New York Chief Creative Officer, Grey New York: Andreas Dahlqvist Executive Creative Director, Grey New York: Jeff Stamp Executive Creative Director, Grey New York: Leo Savage Creative Director, Grey New York: Lance Parrish Creative Director, Grey New York: Stephen Nathans Associate Creative Director, Grey New York: Patrick Conlon Associate Creative Director, Grey New York: Will Gardner Copywriter: David Mattera, Cuanan Cronwright, Leo Barbosa Project Director: Hank Romero Strategy Director, Grey New York: Justine Feron Strategist, Grey New York: Toni Dawkins EVP / Global Account Director, Grey New York: Rick Reilly SVP / Global Account Director, Grey New York: Mercedes Campos VP / Account Director, Grey New York: Kelly Norris Account Supervisor, Grey New York: Tim Carpenter Account Executive, Grey New York: Stephen Koepp Assistant Account Executive, Grey New York: Hannah Byrne Production Agency: Townhouse Townhouse President: Bennett McCarroll Townhouse SVP Head of Integrated Production: James McPherson Townhouse Exec. Integrated Producer: Tania Salter Townhouse Integrated Producer: Emily Darby Townhouse Music Producer: Zach Pollakoff, David Lapinsky Production Company: Knucklehead Executive Producer: Cathleen Kisich Director: Rob Leggatt Director of Photography: Ben Davis Music/Sound Design: Townhouse Studios Principal Talent: Kathryn Hahn Editorial: Final Cut Editor: Joe Guest Executive Producer: Sarah Roebuck Head of Production: Jen Sienkwicz Producer (NY): Brad Wood Producer (UK): Frankie Elster Assistant Editor (NY): Dan Berk Assistant Editor (UK): Kit Wells Postproduction Company: Significant Others Creative Director: Dirk Greene Lead VFX Artist: Dirk Greene VFX Artist: Betty Cameron VFX Artist: Eric Gelgand GFX Artist: Phillip Brooks GFX Artist: Will Kim VFX Producer: Alek Rost Telecine Company: Color Collective Colorist: Alex Bickel Executive Color Producer: Claudia Guevara Content Curation & Clearances: Catch&Release

Brand Marketing

Will Febreze's First-Ever Super Bowl Ad Pass the Smell Test?

Grey sprays on the potty humor

David Gianatasio

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David Gianatasio