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By Audrey Kemp | LA reporter

December 12, 2022 | 2 min read

An incredulous mystery spokesperson is testing Downy Unstopable‘s 12-week freshness promise ahead of Super Bowl Sunday in February.

In a new spot for Downy Unstopables, a mystery skeptic puts the brand’s 12-week freshness claim to the ultimate test: sniffing laundry nonstop until Super Bowl Sunday.

The new spot, titled ‘I’m not doing it yet,’ features a doubting celebrity who demands to remain anonymous until the P&G-owned brand proves to him that its product can indeed keep clothing fresh for 12 weeks straight. “Downy Unstopables wants to use my face in [its] Super Bowl ad, but I haven‘t agreed, because I don‘t believe it yet,” he says in the ad.

Introducing Downy Unstopable‘s new ‘Believe‘ campaign, the spot premieres this week over the air, TV, online and social, and it offers a glimpse into the brand‘s forthcoming Super Bowl ad.


Agency: Woven Collaborative/Saatchi & Saatchi

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