Manchester's BDH/TBWA has produced the campaign, which will be seen nationally throughout the games, scheduled to take place in the city next month.
The initiative is being backed by activity on a specially created microsite, a magazine competition, roadshows and product sampling.
Mediaedge:cia is handling media buying for the TV and poster work, which links sporting clips from past Commonwealth Games with humorous scenarios showing athletes so keen to use Cussons products that they do so in the middle of events.
In one commercial a high diver amazes spectators by removing his swimming trunks and diving into the pool to have a bath.
Another ad shows a steeplechase runner causing chaos for fellow competitors and judges by stopping at the water jump for a bath. A third commercial features a gymnast who discovers that a bar of soap caused him to slip during his routine.
The ads were produced by Danny Brooke-Taylor and Gary Hulme and directed by Dom Murgia at Onward.
The posters sustain the theme with a high diver plunging into a bathtub, synchronised swimmers in a bath and a gymnast performing on the edge of a bath.
Dominic Cox, the Cussons UK marketing director, commented: "We wanted to create a campaign that capitalised on our sponsorship of the games while delivering our core brand values."