Old Spice Gets Personal
By Katie Earley, Copywriter
I’m not sure I’ve heard one negative thing about this current Old Spice campaign with eye candy actor Isaiah Mustafa. It’s funny, clever, entertaining, and is getting the attention every advertiser dreams of. Yesterday I started seeing short clips with Old Spice guy addressing individuals (both famous and not) who asked him questions on Twitter. I was impressed, but even more so after seeing this ReadWriteWeb article on it.
Mustafa and a team from Old Spice’s agency Wieden + Kennedy made 87 videos yesterday in 11 hours. Wow. And then continued the next day. This project is both an astounding display of creativity and a wonderful example of connecting with consumers.
July 21st, 2010 at 9:26 am
Totally agreed. In fact, this campaign was just named the most effective social media campaign of all time with more than 34 million views. One guy even proposed to his girlfriend using the Old Spice Man. My kudos to Old Spice for turning a dying, old-fashioned brand into a cool franchise again. The timing was perfect, too. The economy tanked, and suddenly all those overpriced men’s fragrances seemed ridiculous. It was the perfect time for a return to sensibility and “smelling like a man.”