An ad that pitchman Billy Mays taped prior to his death June 28 from a heart attack will be introduced posthumously, the Associated Press reports.

The commercial for a product called Mighty Tape will start airing July 20. Other ads that had been pulled after his death could return to the airwaves even earlier.

“Our feeling is, everyone wants to have Billy go on,” said Bill McAlister, president of Media Enterprises, a sales and marketing company Mays worked with.

–Elizabeth Jensen