News Release

Downy Unstopables Asks Americans to Express their Fresh For the Chance to Appear on Jimmy Kimmel Live!

“12 Seconds to Fame” contest lets consumers explain why they’re so fresh they deserve to go on national television

Friday, October 26, 2012 10:00 am EDT



Public Company Information:

"I’m looking forward to hosting this event for Downy at The Grove and showing people how they can enter the 12 Seconds to Fame Contest."

CINCINNATI--(BUSINESS WIRE)--Procter and Gamble’s (NYSE:PG) Downy is offering one lucky American a shot at fame through a new contest to see how fresh people can be. Downy Unstopables, an in-wash scent booster, keeps laundry fresh for up to an amazing 12 weeks out of storage, and now the brand is asking consumers to express their own personal fresh in the “12 Seconds to Fame” video contest. Beginning on October 25th, consumers can upload a 12-second video sharing their freshest act, look, or moves to win the opportunity to appear in a Downy live commercial on Jimmy Kimmel Live! in December. When the contest ends on November 23rd , the most entertaining applicant, based on personality, creativity, and humor, will be selected by a panel of judges to make their late-night debut on the show.

“Since the product launched, Downy Unstopables has been giving clothes and linens a freshness that is feisty and fun,” said Carolina Rogoll, Downy’s Brand Manager. “Now, Downy is excited to see just how feisty people across America can be when they’re given the opportunity to make a name for themselves on one of late-night’s freshest shows.”

Consumers can enter the contest in two ways: through specially marked “12 Seconds to Fame” video kiosks or online through Downy’s YouTube page ( The kiosks will be located in three markets in the country: in Los Angeles at The Grove, Topanga Mall, and Disneyland, in Houston at the Houston Galleria, and in New York at The Smith Haven Mall and The Westchester Mall. For anyone outside of those markets, Downy’s YouTube page will feature a tab where videos for the contest can be uploaded.

Contest To Be Kicked Off in Los Angeles with Mario Lopez

The “12 Seconds to Fame” contest will be officially launched with a special event at The Grove in Los Angeles on October 27th from 12 PM-3 PM PST. Mario Lopez, host of EXTRA, will be appearing with “Jimmy the Intern,” who appears in the ads for Downy Unstopables, to get the crowd excited and walk them through the entire experience. Mario will perform a special demo of how to use the kiosk, creating his very own video for “12 Seconds to Fame.” People at the event in the Gilmore Lane portion of The Grove will be able to enter the contest through one of the specially-marked video kiosks. The area will also include a DJ, sampling of Downy Unstopables, photo opportunities, interactive displays, and prizes.

“As a TV host, I think it’s great that Downy is giving one lucky person their own chance to appear on Jimmy Kimmel Live,” said Mario Lopez. “I’m looking forward to hosting this event for Downy at The Grove and showing people how they can enter the 12 Seconds to Fame Contest.”

Downy Unstopables and the Mission Unstopables Tour

Over the past few months, Downy has been conducting the “Mission Unstopables Tour” in which the Downy intern, known as “Jimmy” has been on a mission to prove that Downy Unstopables in-wash scent booster keeps laundry smelling fresh for up to 12 weeks out of storage, even in locations that are known to be smelly. He has visited a number of stinky places with the same dress, including a college frat house, a fishing dock, and a greasy diner. People can also follow along with the tour on Downy’s YouTube page ( or to see where Jimmy goes next.

NO PURCHASE NECESSARY. Legal residents of the 50 United States (D.C.), who have an unrestricted right to work in the US and are the age of majority in their state of residence (18 in most states; 19 in AL and NE & 21 in MS) as of the last day of the month prior to the date of entry who did not purchase any equipment for purposes of entering the Contest. Enter Contest online by: 11/23/12 (kiosks only available until 11/9/12). To enter and for Official Rules, including prize description, visit Winner must be available to travel on 12/18/12 – 12/20/12 to accept prize. Void where prohibited.

About Downy

Downy® offers a line of advanced fabric care conditioning products that helps keep clothes feeling soft and smelling fresh. Downy’s family of liquid fabric softener includes: Ultra Downy, Downy with Febreze® Fresh Scent, Downy Unstopables™ and Downy Infusions®. Downy also offers a variety of dryer sheets. For more information, please visit

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


DeVries Public Relations
Jessica Greco, 646-253-0229
Sherilena Strub, 513-983-3267