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2022 IRISH SPRING – Welcome to Irish Spring

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Irish Spring is more than just a men’s body wash! Take a journey to a nice smelling place in the new Irish Spring commercial #SmellFromANiceSmellingPlace

Shop Irish Spring Soap: https://www.irishspring.com/en-us

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Irish Spring’s first Super Bowl commercial, titled “Welcome to Irish Spring,” aired during the fourth quarter of Super Bowl LVI in 2022. The ad utilized dark humor and cult-like imagery to convey the brand’s message of cleanliness and freshness, accompanying a broader rebranding effort aimed at a younger demographic.

The Irish Spring Super Bowl ad “Welcome to Irish Spring” utilizes cult-like imagery to create a humorous and attention-grabbing commercial for its first-ever Super Bowl appearance. The imagery plays on horror movie tropes, drawing comparisons to films like The Wicker Man and Midsommar.

The ad depicts a smelly traveler being swept to a distant land where he’s taken by white-clad inhabitants. He is then forcibly bathed in a large vat, presumably with Irish Spring body wash, while the inhabitants chant “Cast thy smell away”. This ritualistic “correction” for bad odors creates an unsettling, cult-like atmosphere.

The setting is an idealized, pristine environment – a land of beautiful waterfalls and harmonious living, suggesting a utopia. However, this perfection comes with a dark edge, as malodor is not tolerated, making the atmosphere feel creepy, according to SuperBowl-Ads.com.

A white rabbit, with a comically deep voice, serves as a leader or spokesperson, declaring that “bad smells must receive The Correction”. The traveler, after being cleansed, emerges refreshed, dressed in a soft white turtleneck, and joins the community in a celebratory dance around a giant bottle of Irish Spring body wash, reminiscent of a Stonehenge-like monolith.

The community’s attire consists of white and beige clothing, which further contributes to the cult aesthetic.

The use of this imagery was part of a larger rebranding effort by Irish Spring, aimed at connecting with younger generations like Gen Z and Millennials, and highlighted the importance of smelling good in a memorable and unconventional way.

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