ANGEL SOFT : POTTY-TUNITY

*

The Super Bowl.

A day of unmissable entertainment – from the game, to the ads, to the halftime show.

Which means there’s never a good time to go.

So Angel Soft, a challenger brand in the toilet paper category, did the unthinkable.

We spent $8M on a Super Bowl commercial. Then we told people NOT to watch it.

Instead: go to the bathroom.

Cannes Lions 2025

GOLD / Direct

SILVER / Direct

SHORTLIST / x8

The One Show 2026

GOLD PENCIL / Innovation + Use of Media in Direct Marketing

NY Festivals 2025

GOLD / Activation & Engagement

The Effie Awards 2026

SILVER / Marketing Disruptors

BRONZE / Timely Opportunities

The ANDY Awards 2026

WINNER / Idea

The Clio Awards 2026

BRONZE / Media

BRONZE / PR

London International Awards 2025

SILVER / Creativity In Media, Use of TV and Other Screens

FINALIST / Creative Use of Data, Data-Led Creativity

Fast Company‍ ‍Forbes‍ ‍Variety‍ ‍NY Post‍ ‍TIME‍ ‍Washington Post‍ ‍Adweek AdAge‍ ‍Hollywood Reporter

Our Potty-tunity aired moments before the halftime show, which is statistically when bladders needed it the most.

Agency: Grey

Executive Creative Director: Brent Singer

Group Creative Directors: Madeline DeWree, Samuel Isenstein

Strategy Geniuses: Hannah Loeff, Renee Schilb

Creative Partner: Alee Bono

Animation Directors Todd & Kylie/ Psyop