This year one celebrity decided that doing his due diligence is more important than just collecting a quick check for a Super Bowl spot. This unnamed celebrity, 'the ultimate sceptic,' has a campaign planned with Downy Unstopables, but he won’t let them show his face or say his name in any creative until he can personally verify their claim that Downy Unstopables freshness lasts for more than 12 weeks. He’s “got to sniff it to believe it,” so for the next two months he’ll be smelling his shirt and documenting it, to make sure that Downy really does last 12 weeks, and if the scent holds up his face will be revealed during the Super Bowl.

The first instalment of this campaign from Saatchi & Saatchi as part of Woven Collaborative for Downy launched last December during Sunday Night Football with 'I’m Not Doing It' followed throughout December and January with 'A Visit from Nana', 'Try it for Yourself', 'Ordered Pizza', and 'Is That You, Biscuits'.

The campaign will culminate on Sunday, February 12th during the big Game with 'Call Me Downy McBride' where we’ll see Danny McBride reveal himself as the secret celebrity. And he’s such a believer of Downy Unstopables he’s changing his name to Downy McBride!