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It was mid-December 2009. Procter & Gamble had an extra 30 seconds of ad time in Super Bowl 44 and a giant warehouse full of Old Spice body wash that was collecting dust. If I remember correctly, the plan was to sell the lot with the help of a Big Game spot, and then retire the Old Spice brand from the body wash business.
As copywriters at Wieden+Kennedy Portland at the time, my creative partner Craig Allen and I only had a couple days to come up with a script.
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