Henkel brings its “The Professional” character back to the Super Bowl with a 15-second spot created by DDB New York.
Directed by Erich Joiner, the ad features the character, played by Peter Hermann, revealing the brand’s “deepest secret.” He takes viewers down to the “Deep Clean Level” of its Persil Stain Lab for a look at how it gets out the toughest stains.
The ad, which makes an awkward attempt at humor towards the end of its 15 seconds, ran during the second quarter of the Super Bowl LIII broadcast on CBS. It is the brand’s fourth consecutive Big Game ad with its The Professional character.
The brand is also rolling out a #DeepCleanChallenge as part of the campaign. Visitors to the Deep Clean Challenge website can see the sweepstake’s full contest details and receive a free sample. Participants can share their experiences on social media with the hashtags #DeepCleanChallenge and #sweepstakes for a chance to win a series of prizes including the grand prize of a laundry room makeover.
Persil’s Super Bowl spot last year, also created by DDB New York, was directed by Tim Heidecker and Eric Wareheim (of Tim & Eric Awesome Show, Great Job! fame) and showed The Professional tackling a guacamole stain. The brand, and its The Professional character, made its Super Bowl debut during Super Bowl 50.