How to (And How Not to) Imitate the Old Spice Campaign

Where there’s an incredibly successful advertising campaign, there are the unavoidable imitators. Last month’s Old Spice social media domination meant that rip-offs of the Isaiah Mustafa ads were inevitable. And it’s a rare thing when the copy is as good as the original.

Old Spice Social Media Blitz: 5.9M Views in One Day

The Wieden + Kennedy-powered social media blitz featuring actor and former football player Isaiah Mustafa posted over 180 video responses to comments on Twitter, Facebook, Reddit, YouTube and elsewhere, accumulating a total of 5.9 million views and 22,500 comments in the campaign’s 24-hour time span.

Emmy Nominations Say ‘Meh’ To the Internet

So it appears that Primetime Emmy voters are not cord-cutters — of the six shows nominated for Best Drama this morning, only two streamed online last year. The awards appear focused on the mainstream this year, but there are some bright spots in today’s nominations.

The Viral Genius of Wieden+Kennedy’s New Old Spice Campaign

[show=oldspicead size=large]Am I the only one who’s been bored by many of the ads that have recently attempted to go viral? Two weeks after the Super Bowl, not a single one of the campaigns launched at that time remains memorable, and the real innovators are mostly focusing on alternative social media ideas.

Of course, there is one huge exception, courtesy of The Man Who Smells Like The Man Your Man Could Smell Like, aka actor Isaiah Mustafa, the new face of Old Spice.


Old Spice has a good track record when it comes to clever advertising with a clear voice — I’m not the only one who still fondly remembers Bruce Campbell’s series of ads for them, I’m sure. But this ad for the Smell Like a Man, Man campaign has a number of awesome things going for it…

It’s just really really funny, even after repeat viewings

I’m sure that deep in YouTube’s analytics there’s a number for how many times I’ve re-watched this ad, and while I might find that number a little embarrassing, the fact is that I’m not alone — it’s racked up more than 2 million views so far on YouTube, received close to 10,000 five-star ratings on that site, and been featured on numerous blogs. Read More about The Viral Genius of Wieden+Kennedy’s New Old Spice Campaign