Old Spice To Choose One Superfan To Promote Next Ad

The next Old Spice commercial will go out to an audience of one: The brand is going to seed the ad to one superfan to disseminate within his or her social network.

The company will choose the superfan based on his or her social media support. “We’ll be scouring the web,” Old Spice rep Mike Norton says.

He says that the video will be e-mailed to one superfan sometime in the next couple of weeks, but well before the ad breaks on February 7, the day after the Super Bowl. The Procter & Gamble brand will not be advertising during the game, Norton says.

Mike, please choose superbowl-ads.com