Angel Soft bets on the potty break during the Super Bowl
Toilet paper brand creates innovative ad that plays with the game's commercial break
Georgia-Pacific, one of the largest consumer goods manufacturers in the U.S., will launch an unusual ad for its toilet paper brand, Angel Soft, during Super Bowl LIX. The commercial, which will be shown before the game’s halftime show on February 9, invites viewers to “take advantage of the potty break”. The animated character Angel, the protagonist of the ad, will encourage the public to run to the bathroom while the clock counts down, offering an irreverent proposal: it’s okay to be away for 30 seconds.
According to Rafael Garcia, vice-president of Angel Soft, the concept was developed with the aim of connecting directly to the moment of the broadcast, taking advantage of an everyday situation in which the brand offers solutions without altering consumers’ routine. “What’s really exciting about this spot is that it is actually designed to be missed,” commented Garcia.
The concept, however, carries a certain risk, as the brand needs to gain the public’s attention quickly without losing relevance. To increase the impact, the company made a teaser ad with Fox Sports presenters Julian Edelman and Charissa Thompson, creating a more personal connection with the public before the official airing.
Angel Soft’s strategy aims to promote the idea that the brand integrates itself in a practical way into people’s daily lives, including during high-profile events such as the Super Bowl. For the brand, the “potty-tunity” (a term that plays with the idea of opportunity and bathroom) is not limited to the sporting event, but can be expanded to other everyday situations, such as concerts and long-form movies, where viewers are often torn between the need to watch the content and the need to take a break.
Based on internal research, the brand believes its commercial will resonate with viewers, as 62% of respondents said they avoid going to the bathroom during important events so as not to miss anything. The strategy is a bold attempt to establish a connection with the public in an authentic and unexpected way.
