He swan dived and caught a silver fish. He made us laugh. He even proposed marriage to @Jsbeals’ girl, Angela. The Old Spice social media campaign took the Internet by storm because the premise was simple: respond to tweets sent to @OldSpice by having The Man Your Man Could Smell Like (a.k.a. actor and former NFL wide receiver Isaiah Mustafa) record custom video responses and post them to YouTube. Pulling off that sort of production is no simple feat and the agency behind the campaign (Wieden + Kennedy) deserves all the glowing kudos it has received.
Image Courtesy of www.youtube.com/oldspice
Stan Schroeder of Mashable notes, “Everything was run perfectly. The Old Spice guy recorded his video responses in rapid succession, an amazing feat in itself that cannot be truly appreciated if you’ve never been in front of a camera. His answers were a key mix of coolness and the stuff Internet memes are made of. The actual brand — Old Spice — was never shoved down viewers’ throats. Most importantly, all of it was incredibly fun to watch.”
Alas, as The Man Your Man Could Smell Like said, “Well friends, like all great things this too must end”, the campaign came to an end after 3 hilarious days. We were sad to see Old Spice Guy go so quickly but the timing was another mark of how perfectly run the campaign was. Instead of the personalized videos growing stale, Old Spice Guy left us wanting more.
Brenna Ehrlich says, “Old Spice first created a character that people — shock, shock, horror, horror — liked, and then created an immersive experience that people wanted to be a part of” and notes further, “[Old Spice] You’ve set the precedent.” What kind of social media campaigns do you predict will grow out of this precedent?
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