Old Spice Gives Surprise Super Bowl Trip to Guy Who Dialed Number in Ad
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An online news producer for short-form video creator Buzz:60, who by chance called the phone number that appears in a new Old Spice ad, has won two tickets to the Super Bowl, a room at a four-star hotel in Times Square and $500 cash in a sort of impromptu buzz builder for the Procter & Gamble Co. brand.
It all stems from a new ad for Old Spice hair-care products, released online earlier this week and set to run after, not during, the Big Game on Feb. 2. Buzz:60 producer Scott Knowlton said in a video report and a phone interview with Advertising Age that he called the number as he was looking into a possible story on Super Bowl ads.
The 30-second ad by Wieden & Kennedy shows the power of Old Spice products giving a man’s hair a life of its own, including getting the phone number from a female co-worker during a meeting, which appears on a legal pad in the ad. Mr. Knowlton said he tried calling the number, originally thought he’d misdialed and hung up, then called back and was informed he’d won the prize.
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