The spot will deploy in conjunction with the brand?s designation as ?The Official Cleaner of Super Bowl LI,? and will air nationally during the third quarter of the game. The spot was produced by the Toronto office of famed advertising agency Leo Burnett.

?The Super Bowl is the largest co-ed viewing audience of the year, so we?re talking to anyone who cleans with this spot,? said Martin Hettich, vice president, home care North America at Procter & Gamble. ?For years, women have done the majority of cleaning. 

?And even though today, more and more men are sharing in the responsibility, the thought of ?there?s nothing sexier than a man who cleans? still resonates for a lot of women.?

The Cleaner of Your Dreams spot will be the property?s first showcase at such a grand scale, and an altogether appropriate time to broadcast a pivot to such a wide audience. 

The full spot is already on Mr. Clean?s YouTube page, and, while not as provocative as a P&G press release?s description (?Mr. Clean proves he?s got what it takes to satisfy your needs in every room of the house. Fair warning, things get a little dirty.?), will likely draw the attention of the pearl-clutching crowd. 

?We noticed that brands releasing their spots early has become an increasing trend over the past several years,? Mr. Hettich said. ?For Mr.Clean, we were excited by the opportunity to get the conversation about the spot starting a few days before the Super Bowl. 

?Even though we?ve shared it early, there will still be a very large audience who will be seeing it for the first time during the Super Bowl.?

The Broncos? Demarcus Ware will also join the campaign as Mr. Clean?s MCP (Most Clean Player) to communicate that few things are sexier than a man who cleans. 

Social media users can also join in by sharing a photo of the cleaner of their dreams on social media using hashtag #MrClean.

With the Super Bowl so near, brands will be rushing to garner awareness for their marketing campaigns in the coming days, effectively turning an advertising showcase that traditionally carried the mystique of surprise into a weeks-long brand awareness event. PepsiCo has announced that it will roll out a number of digital and mobile-centric offerings on Super Bowl Sunday, including a partnership with Snapchat and digital content featuring NFL stars (see story). 

Snickers is taking a different tack, making a bold move for its high-priced Super Bowl spot by filming the ad live and holding a 36-hour Facebook stream (see story). 

?We?re lucky to have the heartthrob of housework, Mr. Clean, on our side, who helps make cleaning a lot more fun to talk about with fans on social,? Mr. Hettich said. ?As you can see in the spot, ?Cleaner of Your Dreams,? he can even make cleaning sexy!?