Hasta La Motion!

Febreze, Procter & Gamble’s odor elimination brand, was promoted in “America’s Halftime Bathroom Break”, featured towards the end of the second quarter of the 2017 Super Bowl game. Kathryn Hahn (Parks and Recreation, Happyish, Transparent) provides a voiceover to a humorous look at the always-anticipated Halftime bathroom break, in which football and ad-loving fans rush to the bathroom during the ten minutes between halftime whistle and the halftime show. An extended version of the Febreze Bathroom Break commercial unpacks the factors associated with high frequency usage of the toilet. Research in the United States reveals that more toilets are flushed between the second and third quarter of the Super Bowl than at any other time during the year. The Febreze Bathroom Break commercial is an extension of Febreze’s “Odor Odes” marketing campaign, also voiced-over by Kathryn Hahn, which is centered on how the things we love the most, can also stink.

“I had so much fun working with Febreze in making this spot, which really is a humorous take on that squirm-in-your-seat moment we can ALL relate to,” said Hahn. “Whether we are tuning into the Super Bowl for the ads, the halftime show or even the game, let’s face it, any working mom can you tell you the real MVP is your bathroom!”

“Last week we launched our toughest Febreze formula to date and an all new brand marketing campaign. With over 100 million fans expected to watch the Super Bowl this year — and the anticipated spikes in halftime bathroom usage — we felt it was the perfect time and place to unveil our first-ever Super Bowl ad,” said Martin Hettich, Vice President of P&G Home Care North America and Brand Franchise Leader for Global Air Care. “We’re capturing the experience of millions of game watchers as they sit cross legged, squirming and holding it until halftime. It’s a witty and relatable moment that Febreze is uniquely poised to own on game day.”

Febreze Bathroom Break Credits

The Febreze Bathroom Break campaign was developed at Grey New York by chief creative officer Andreas Dahlqvist, executive creative directors Jeff Stamp and Leo Savage, creative directors Lance Parrish and Stephen Nathans, associate creative directors Patrick Conlon and Will Gardner, copywriters David Mattera, Cuanan Cronwright, Leo Barbosa, project director Hank Romero, strategy director Justine Feron, strategist Toni Dawkins, global account directors Rick Reilly and Mercedes Campos, account director Kelly Norris, account supervisor Tim Carpenter, account executive Stephen Koepp, assistant account executive Hannah Byrne.

Filming was shot by director Rob Leggatt via Knucklehead with executive producer Cathleen Kisichs, director of photography Ben Davis, and Grey Group’s Townhouse by president Bennett McCarroll, head of integrated production James McPherson, executive integrated producer James McPherson, executive integrated producer Tania Salter, integrated producer Emily Darby, music producers Zach Pollakoff and David Lapinsky.

Editor was Joe Guest at Final Cut with executive producer Sarah Roebuck, head of production Jen Sienkwicz, producers Brad Wood (UK) and Frankie Elster (NY), assistant editors Dan Berk (NY) and Kit Wells (UK).

Postproduction was done at Significant Others by creative director Dirk Greene, lead VFX artist Dirk Green, VFX artists Betty Cameron and Eric Gelgand, GFX artists Phillip Brooks and Will Kim, VFX producer Alex Rosa.

Colorist was Alex Bickel at Color Collective with executive producer Claudia Guevara.

Content curation and clearances were provided by Catch&Release.