P&G Taking Humorous Route With SB Spots For First-Timers Mr. Clean, Febreze

Procter & Gamble earlier this week released the 30-second ad for Mr. Clean it is airing during Super Bowl LI, and the character "seems a little younger and sexier than his old self," according to Alexander Coolidge of the CINCINNATI ENQUIRER. The "mostly wordless" ad titled "Cleaner of Your Dreams" shows the cartoon Mr. Clean appearing at the house of someone named Sarah. Mr. Clean is wearing his "signature white T-shirt and pants" and is shown dancing as he "moves and cleans" the house. Sarah "begins to sway to the music's vibe before a voice calls out her name." She opens her eyes and then sees her "shlubbier husband or boyfriend" (CINCINNATI.com, 1/23). AD AGE's Jack Neff noted Sarah jumps on the man "passionately, forcing him onto a couch, as the tagline, 'You gotta love a man who cleans' appears." The ad, via Leo Burnett, Toronto, is slated to run during the third quarter (ADAGE.com, 1/26). Meanwhile, ADWEEK's David Gianatasio noted P&G's ad for Febreze, which will air in the second quarter, "focuses on the fact that millions of viewers rush to their toilets" during halftime. In the ad, via Grey, N.Y., a voiceover from actress Kathryn Hahn says, "I love you, halftime bathroom break" (ADWEEK.com, 1/26).

THE DUDE ABIDES: AD AGE's E.J. Schultz reported the Coen Brothers will make their Super Bowl, directing Mercedes-Benz' spot titled "Easy Driver." The ad has the "makings of a baby boomer fantasy: It includes Peter Fonda, Steppenwolf's 'Born to Be Wild' and references to the 1969 classic flick 'Easy Rider.'" The spot "puts a modern spin" on the movie by "portraying a group of aging bikers at a bar." After being told their motorcycles are blocked, they go outside to see Fonda "not riding a bike" but a Mercedes-AMG GT Roadster instead (ADAGE.com, 1/26). The ad, via Antoni, Berlin, and Merkley & Partners, N.Y., "will debut during the fourth quarter" (ADWEEK.com, 1/26).

CANDY EVERYBODY WANTS: In N.Y., Claire Atkinson reported Mars’ Snickers brand will air a "live broadcast Super Bowl commercial" during the first break of the third quarter. The stunt from BBDO, N.Y., will feature actor Adam Driver and "appears set to involve a horse." Snickers "released four teasers on YouTube featuring a cardboard cut-out" of Driver, as well as a horse "auditioning for the part" (NYPOST.com, 1/25). This is the "third straight Super Bowl buy" for Snickers, following "well-received 30-second spots" in '15 and '16 with actors Danny Trejo and Willem Dafoe (ADWEEK.com, 1/25).

HAIR APPARENT: AD AGE's Jeanine Poggi noted hair care brand It's A 10 Haircare will "air its first Super Bowl commercial" this year. The company, whose products are "used in salons, will air a 30-second spot in the third quarter." The commercial will "mark It's A 10 Haircare's expansion into the male hair category with the launch of the 'He's a 10' collection." The company worked with Havas Edge, San Diego, and Hungry Man Productions, N.Y., on the commercial (ADAGE.com, 1/25).

TIGHT COVERAGE: VARIETY's Brian Steinberg noted three different Super Bowl advertisers will be "tangled up in trying to describe what the web can do for consumers." GoDaddy, Squarespace and Wix.com each are promoting their website building efforts, and in the process have "created one of the Super Bowl’s hotter categories." GoDaddy CMO & Chief Customer Officer Barb Rechterman: "It is more crowded, but we believe our creative execution will stand out against the competition" (VARIETY.com, 1/25).

KEEP YOUR EYES PEELED: CAMPAIGN LIVE's Marc Berman noted with "barely a week to go before kickoff, there is apparently still ad space available for Super Bowl LI -- a historical anomaly that suggests the NFL’s woes didn’t end with the regular season." CBS last season for Super Bowl 50 "reported most 30-second ad units sold out by November." However, 10% of advertising for Fox' broadcast on Feb. 5 was "still reported to be available in December." Given all the "challenges facing the NFL and television in general these days, slower Super Bowl sales may simply be a sign of a new normal." Fox will end up selling out the broadcast, but what is "unclear is whether networks can continue to raise prices every year when so many new options exist, and interest in the league seems to be waning" (CAMPAIGNLIVE.com, 1/25). DIGIDAY's Tanya Dua noted ad execs are citing "increasing competition and risk, a heftier price tag, decreasing returns and [the] NFL's own woes" as reasons why Super Bowl ads have been a tougher sell this year. The "uncertain economic and political landscape" after the presidential election also could be playing into brands being "more cautious than usual" (DIGIDAY.com, 1/26).