Some of the Super Bowl’s previously stalwart big spenders may be sitting this one out, but Procter & Gamble is jumping in with both feet for Tide. It is running a 60-second spot at the two-minute warning during the second quarter of the game and it has enlisted John Alexander (or as you probably know him, George Costanza, from Seinfeld) to amp up the appeal of what is already a wacky and humorously relatable commercial.
Alexander plays a hoodie – yes, the kind you wear – and P&G has already released it onto YouTube.
In the refreshingly quirky laundry detergent ad, Alexander the hoodie reacts to all the disgusting things that end up on him between washes in its life as a teen’s garment and the spot ends with the message, It’s dirtier than it looks.
