ANGEL SOFT : POTTY-TUNITY

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Cannes Lions 2025 Winner
GOLD/Direct, SILVER/ Direct, SHORTLIST x 8

NY Festivals 2025 Winner
GOLD/ Activation & Engagement

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.

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