The brand’s return at the event comes amid P&G’s recent decision to reduce marketing spending.
After 11 years, Downy will be at Super Bowl LVII to promote one of its products, Unstopables.
The 30-second ad will air during the second half of the game’s first half and will star a mysterious celebrity who is skeptical of the guarantee that the product lasts 12 weeks.
To start the guessing game, Downy released a 30” teaser starring the mysterious character, who has his face covered by a hood, and a talking dog. Over the days, the brand is releasing videos with the unfolding of the campaign.
What we found is that consumers have a hard time believing that Downy Unstopables can actually last as long as the brand claims. We thought what better thing to do than release our Super Bowl ad way before the Super Bowl, said Jenny Maxwell, senior brand director, North America Fabric Care at P&G.
Downy’s Super Bowl return comes amid P&G’s recent decision to cut marketing spending.
