You could argue that the Old Spice Guy's adventure in instant response was lightning in a bottle, that you'd be crazy to try to replicate it. But I've got faith that if anyone's up to the challenge, it's Conan O'Brien.
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Is it just rumor, or didn't the Old Spice Guy do nothing/little to increase sales and will therefore be forgotten?
I'd think Conan's presence could sustain the idea for a while, even if he didn't think of it first.