Procter & Gamble’s fabric softener Downy has teamed up with Backstreet Boys to promote its Rinse & Refresh, a solution designed to remove odors from clothing.

The spot, created by Saatchi & Saatchi, features a young woman who complains that her old Backstreet Boys t-shirt doesn’t smell right anymore.

The group comes to life in a framed wall poster and starts demanding “Tell me why” to the iconic tune of their hit single “I Want It That Way.” She explains that the article stinks, even though she has washed it numerous times, and asks that they should tell her why she can’t get rid of the odor. The boy band’s members advise her to use Downy Rinse & Refresh, which helps remove odor residue.

The voiceover declares that the product doesn’t just cover up odors, it removes them up to 3 times better than detergent alone, and urges viewers to rinse odor away with new Downy Rinse & Refresh.

The spot debuted during NFL games last weekend and will run across broadcast and streaming platforms.