Downy Unstopables The 12 Week Super Bowl Ad
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.
Recognition: 5x One Show
As any celebrity would do after undergoing such a big transformation, he wrote a memoir about it.
On Super Bowl Sunday, he became a believer in our unbelievable claim, revealing his identity and immediately changing his name to Downy McBride.