Hasta La Creative!

Procter & Gamble Co.’s Febreze is back in the game with “Dave,” a man whose “bleep don’t stink,” hoping to take the humor of last year’s Super Bowl spot up a notch while building on a strategy that spurred significant growth.

The 30-second ad from Grey, New York, runs in the second quarter of NBC’s Feb. 4 broadcast and follows the unusual odor-free defecator along with friends and family “awed by his fecal anomaly.” It reminds people that Dave will not be attending their Super Bowl parties, so they need Febreze to eliminate socially awkward odors.

P&G’s odor neutralizer aired its first Super Bowl ad last year in an effort to become as synonymous with pre-game stock-up store trips as beer or snacks. The strategy worked, giving Febreze its highest sales week of the year, according to North American Associate Brand Director Guerin McClure.

Continue reading at AdAge.com