Danny McBride Sniffs It to Believe It for Downy Unstopables Super Bowl Campaign
This year one celebrity decided that doing his due diligence is more important than just collecting a quick check for a Super Bowl spot. This unnamed celebrity, 'the ultimate sceptic,' has a campaign planned with Downy Unstopables, but he won鈥檛 let them show his face or say his name in any creative until he can personally verify their claim that Downy Unstopables freshness lasts for more than 12 weeks. He鈥檚 鈥済ot to sniff it to believe it,鈥 so for the next two months he鈥檒l be smelling his shirt and documenting it, to make sure that Downy really does last 12 weeks, and if the scent holds up his face will be revealed during the Super Bowl.
The first instalment of this campaign from Saatchi & Saatchi as part of Woven Collaborative for Downy launched last December during Sunday Night Football with 'I鈥檓 Not Doing It' followed throughout December and January with 'A Visit from Nana', 'Try it for Yourself', 'Ordered Pizza', and 'Is That You, Biscuits'.
The campaign will culminate on Sunday, February 12th during the big Game with 'Call Me Downy McBride' where we鈥檒l see Danny McBride reveal himself as the secret celebrity. And he鈥檚 such a believer of Downy Unstopables he鈥檚 changing his name to Downy McBride!
