Nike never cut ties with Woods when his scandal broke in 2010, and even tried to help resuscitate his image with a black-and-white ad four months later featuring a voice-over by his late father.
The year following publication, Hodgman's buttoned-up visage scored him a spot as the Windows-powered antagonist to Justin Long's Mac, a white backgrounded ad campaign that generated a seemingly endless parade of 30-second spots.
The glorious two-month ride ended in May, however, and Smartwater, tumbled back down to pre-Aniston video levels over the course of the month despite previews of a black and white magazine ad campaign with Aniston.