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In 2006, a one-minute spot hit American TV sets (YouTube was barely a thing yet) and promptly made history—at least in the world of deodorant.
Titled “Billions,” the eyebrow-raising, Clio-winning ad via BBH London showed hordes of young, nubile women dashing out of the jungle. Mad with desire, they stampede toward the beach. After a few seconds, it becomes clear what they are all after: an average-looking, shirtless guy. As the women engulf him, he raises his arms in triumph.
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