THE 12-WEEK SUPER BOWL AD
Downy Unstopables
— AGENCY
Saatchi & Saatchi
— ROLE
Art Direction
Motion & Editing
— YEAR
2022-23
— RECOGNITION
5 x Shortlists (One Show)
Downy had an unbelievable claim that people naturally didn’t believe. 12 weeks of freshness. So we used the Super Bowl as a finish line for a 12 week product demo. One skeptical mystery celebrity sniffing a hoodie for 12 weeks earning 9B impressions and breaking sales records.
On Super Bowl Sunday, he became a believer in our unbelievable claim, revealing his identity and immediately changing his name to…
As any celebrity would do after undergoing such a big transformation, Downy McBride wrote a lengthy memoir about it.
Sr CW: Nick Romano
CD’s: Brian Pinkley, Talon Gustafson
CCO’s: Ciro Sarmiento, Daniel Lobatón