Why Angel Soft Hopes You’ll Miss Its First Super Bowl Commercial

variety.com:

Brian Steinberg Senior TV Editor Which is more important: a potty break or a commercial break? One Super Bowl advertiser thinks it has the answer.

As one of the nation’s biggest makers of consumer goods like Brawny paper towels and Dixie cups and paper products, Georgia-Pacific has crafted hundreds of commercials over the years that millions of people choose to watch.

On Super Bowl Sunday, the company is releasing an ad that is deliberately made to have an opposite effect. In a 30-second ad that is slated to run just before Fox cuts to the halftime show of Super Bowl LIX on February 9, the animated character Angel, representative of the company’s Angel Soft bathroom tissue, will tell the audience that it’s OK for them to run away for 30 seconds to use the bathroom.

There will even be a countdown clock to help viewers time their exit and return. “What’s really exciting about this spot is that it is actually designed to be missed,” says Rafel Garcia, the vice president and general manager overseeing the company’s Angel Soft bath tissue business, during an interview.