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On the evening of Dec. 19, a Pantene commercial ran on U.S. television that skirted all the formal avenues of parent company Procter & Gamble’s typical advertising process. Storyboards weren’t pored over in P&G’s Cincinnati headquarters. Average Americans didn’t provide feedback in consumer research groups. Media planners didn’t work for months in advance to buy advertising slots.

Instead, on Nov. 7, the one-minute commercial was released online in the Philippines by the local Pantene unit. It was never intended to reach U.S. viewers. And it was hardly an advertisement about shampoo at all.

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PHOTO GALLERY (CLICK TO ENLARGE)