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Big Game debut from Grey New York will have fans counting the seconds to halftime.

Febreze’s first Super Bowl ad continues its "Odor Odes" series, earnest homages to smelly but necessary features of American life like the couch or the bathroom. The 30-second Super Bowl spot from Grey New York lauds the halftime bathroom break, the moment when the floodgates open and the excess of the first half of the Big Game makes way for the second. It will air near the end of the second half of the game. According to the brand’s research, U.S. toilets get more use during Super Bowl halftime than at any other point in the year. An extended 2-minute spot released online tells the story in lingering detail.