The Man Your Man Could Smell Like: The Genius of the Old Spice Guy

On September 5th, 2011, wrote:

We’ve probably all seen these captivating Old Spice ads. Male or female there’s a certain je ne sais quoi about Isaiah Mustafa, who appeared in these commercials in 2010 and became part of the fastest-ever growing viral media marketing campaign. Isaiah is depicted as the perfect boyfriend in a series of fantasy situations, all because he chose Old Spice products. The narrative of the original advert (the one which ends with “I’m on a horse”) is quirky and takes place in a single, CGI-assisted shot. Isaiah Mustafa’s graceful, smug patter and charismatic movements make for exciting viewing, and the slick nature of the “storyline” keeps the viewer wanting more – precisely what we want from a viral advertisement. There was a shorter, “stinger” ad released, and one which showed him in a rowing boat removing a fake moustache to reveal another fake moustache below. Finally, Isaiah Mustafa starred in a second long advert. This time, the transitions were far more – Read the full article

Old Spice Revisited

On July 29th, 2010, wrote:

A few weeks ago I wrote a post about how Old Spice was enjoying wild popularity from its viral video campaign featuring “The Man Your Man Could Smell Like,” a towel-clad hunk who responded to fans’ tweets with personalized videos. This week, Old Spice is finally seeing evidence of the results they had undoubtedly hoped for: an increase in sales. Although initial reports suggested that Old Spice sales were actually down in the weeks after the campaign, Nielsen released new sales figures this week, revealing that sales have increased by 107% in the last month. Not surprisingly, following Old Spice’s overwhelming success, copycat campaigns have begun to pop up from other companies. This week, Cisco released a viral video featuring “Ted from Accounting,” asking fans to tweet their questions about Cisco products and services to Ted, who would then post personalized video responses to Cisco’s blog. While Ted from Accounting was not as suave and sophisticated as the Old Spice – Read the full article

What Small Businesses Can Learn from the Old Spice Guy

On July 16th, 2010, wrote:

Social media is often used as a method for users and consumers to make public statements about products and services. While this gives the public more power to evaluate brands, businesses can also leverage social media to connect with customers. As social media becomes increasingly important in marketing campaigns, companies are turning to YouTube, Twitter, and Facebook to create personalized responses to individual users that captivate consumers in a way that traditional forms of mass media are incapable of reproducing. Wieden + Kennedy Portland, the ad agency that represents Old Spice, launched a campaign earlier this year featuring Isaiah Mustafa as a towel-clad macho man representing the brand as “The Man Your Man Could Smell Like,” or more familiarly, “The Old Spice Guy.” The first set of commercials was created for television but gained popularity on YouTube, acquiring over 13 million views. After its wild popularity online, the advertising team behind the campaign focused on social media to popularize the – Read the full article