AP NEWS

Henkel’s ‘Professional’ set for Super Bowl return

February 1, 2019

STAMFORD — Consumer-goods giant Henkel is returning to the Super Bowl advertising field for the fourth-consecutive year, with another commercial for its Persil ProClean laundry detergent during the NFL’s championship game.

The 15-second spot will run during the second quarter of the CBS-broadcast Sunday between the New England Patriots and Los Angeles Rams — a matchup likely to be watched by more than 100 million viewers. It will feature “The Professional” pitchman played by actor Peter Hermann, who played the same role in a similar ad during last year’s Super Bowl.

Henkel — whose North American consumer-goods headquarters is located at 200 Elm St. in downtown Stamford — will showcase its “Persil Stain Lab” in the ad for a brand that has been available in the U.S. since 2015.

The commercial was created by ad agency DDB New York and directed by Erich Joiner, a commercial director and documentary filmmaker whose accolades including an Emmy Award and Cannes Gold Lions.

Last year’s Super Bowl LII, which was carried by Stamford-based NBC Sports, drew an average of about 103 million viewers , the smallest audience for the event since 2009.

But it still easily ranked as the top TV event of the year. It also drew in estimated single-day ad revenues of about $500 million, a TV network record. Thirty-second spots during last year’s big game went for an average of more than $5 million.

After declining in the previous two seasons, NFL ratings have rebounded this season. Through its 17-week regular-season run, NBC Sports’ “ Sunday Night Football ” averaged 19.6 million viewers across TV and digital platforms, up 7 percent from the 2017 campaign.

“SNF” is on pace to finish as the No. 1 prime-time show for a record eighth-straight year.

Henkel relocated its North American consumer-goods hub to Stamford in the summer of 2017 from Scottsdale, Ariz. It also runs a research and development center in Trumbull and offices in Rocky Hill.

Statewide, the company employed about 950 last year, according to the state Department of Economic and Community Development. The firm’s global headquarters are in Düsseldorf, Germany.

pschott@scni.com; 203-964-2236; twitter: @paulschott