The Story of the Super Bowl Commercial That Never Was

Old Spice's iconic 'The Man Your Man Could Smell Like' ad almost never aired at all

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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.

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This story first appeared in the Feb. 7, 2022, issue of Adweek magazine. Click here to subscribe.