KLEENEX | THE FREE SUPER BOWL AD
No NFL or Super Bowl sponsorship.
No commercial.
127.7 million pairs of eyes.
1 free product demo during the National Anthem of the Super Bowl.
We partnered with Chris Jones, defensive tackle for the Kansas City Chiefs, who is notorious for crying before his games.
We sent him custom Kleenex.
He took us to the press conference.
He filmed some content for us.
And then the moment came.
He hid a Kleenex in his jersey and then wiped his tears during the National Anthem on live television,
right on cue.
And then everyone gave us free ads.
The NFL gave us free ads.
SportsCenter gave us a free ad.
And the free ads kept coming.
NPR Audio Segment:
https://www.npr.org/2025/02/07/nx-s1-5288809/super-bowl-chiefs-chris-jones-crying
Covered by Yahoo, Fox, The Sun, The Spun, USA Today, The New York Post, NPR and not one outlet realized it was a product placement ad.
That’s the ubiquity of Kleenex.
ECD: Chris Walker, Alan Shen
Creative Team: Stina Anderson, Jonah Campbell
Production: Laura Perfect
Strategy: JP Palmer
Account Lead: Josh Lenze
Account: Kaleigh Frigon