• by Erik Oster , February 8, 2024

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This week, during the festivities in Las Vegas leading up to the Super Bowl, one brand is greeting audiences with a message promising to deliver everything they need for a royal flush.

Sanitary wipes brand Dude Wipes is running a weeklong digital OOH takeover at Las Vegas’  Resort World Hotel, with a series of playful messages created in partnership with Max O’Neil at Clear Channel and the brand’s agency of record Curiosity, A rotating series of messages greets hotel guests and audiences within the vicinity with references to the host city (“Keep your strip streak free,” “When you can’t Texas Hold’Em any longer") and a certain top-of-mind pop star (“A good swift cleaning that’s tailored to your end zone. "It’s me. Hi. I’m the solution it's me. Not TP.”).

There’s even a series of lines crafted as a direct response to an event from a fast food brand.  The brand will greet Taco Bell’s Live Más event on Feb. 9 with messages designed to not-so-subtly hint at the possible side effects of overindulgence, like “TP is nacho best choice. Taco 'bout clean,” and “When the spicy tacos hit. Wipe Más!”

Dude Wipes will also run a regional Super Bowl broadcast campaign, airing the “Best Clean, Pants Down” creative it debuted this past summer. The brand also partnered with delivery service GoPuff to add free samples of Dude Wipes to food orders on Super Bowl Sunday across the four markets where it’s running the regional campaign: Houston, Tampa, Cincinnati and Sacramento.

The Super Bowl placement follows the expansion of that campaign -- which focused on men cheerfully dropping their drawers and “Relearning To Wipe” -- in a pair of ads directed by Chris Woods.