Angel Soft calculated the best bathroom opportunities, or “Potty-tunities”, during live events. So people can go without the FOMO. The campaign launched during the largest and most FOMO-inducing paid media event of the year: The Super Bowl. A day when 120+ million people are glued to their TVs, and when brands pay millions to get billions of impressions. And while every other commercial screamed for attention, we did the opposite – we designed a Super Bowl ad that was made to be missed, giving people a much-needed bathroom break instead. It was a first: an $8M Super Bowl anti-commercial that was used not for flash, but for a promise: our consumers never have to compromise. By being the only brand willing to give up 120+ million paid impressions in favor of a public service, Angel Soft gained massive attention in the media and got 5.4 billion earned impressions instead.