I'll never forget fitting four new Champion plugs as part of a service on a car, and the damn thing wouldn't start.
Much head-scratching and diagnosis followed, eventually replacing the new plugs with four new ones.
Bastard still wouldn't start.
Turned out the entire box of ten Champion plugs were duds.
Never used them since.
Always fitted NGKs and occasionally Denso since then and never had a bad one.