No moment brings more FOMO than the Super Bowl – 3+ hours of unmissable entertainment, from the game to the ads to the halftime show. So it was the perfect occasion for Angel Soft to launch the Potty-tunity campaign with a truly innovative media strategy: buying the most expensive ad space on the planet and asking people NOT to watch it. Instead, we turned our $8M Super Bowl media buy into a much-needed bathroom break for 120+ million viewers. By reframing our media as service, we created a groundbreaking strategy that prioritized the viewer’s experience over our airtime, turning a paid media moment into a bigger earned media opportunity. The campaign wasn't just about buying coveted airtime; it was about using our media in a disruptive way that elicited immediate action from 120+ million viewers.