Friday, July 16, 2010

Old Spice - a brilliant multi channel marketing campaign

In case you've been living under a social media rock Old Spice came out with this brilliant commercial for the Super Bowl in February this year:

The ad was a viral hit. In addition to the paid for views in the Super Bowl the ad has been written about extensively, viewed over 13 million times on YouTube and took top honours at the recent Cannes Lions International Advertising Festival. I think the branding is spot on for a men's deodorant and unlike many other award winning ads, it's clearly tied to Old Spice and I'd hazard a guess that it's been fantastic for their sales.

Even more brilliantly, Old Spice haven't stopped there. In what has to be one of the best uses of social media to date, the Old Spice guy, Isaiah Mustafa (a former NFL footballer) has been making custom videos for people who have written to him on Twitter and Facebook. There have been over 200 videos made and posted to the Old Spice YouTube channel in the last 2 days and they are all well written and highly entertaining! And naturally it's all been tied in with their Facebook page (500,000+ likes) and Twitter account (60,000+ followers). He's been particularly responsive to media outlets which has been great for getting the word out about the video campaign. This video response to Perez Hilton is one of my favourites.

Sadly it looks like the video responses have come to end as of 10 hours ago but no doubt the 60m+ channel view the Old Spice YouTube channel has had is going to be growing exponentially over the coming weeks as more people get wind of the campaign.

Overall the campaign makes excellent use of both traditional television and online media and it's up there with the most entertaining content I've seen for a while, advertising or not. Hats off to Old Spice and their agency Wieden + Kennedy and here's hoping we see more advertising heading in this direction.


  1. This is one of the best analysis I've seen of the Superbowl ad from the Gruen Transfer. It was on tv last week. It helps give some context about how the the ad was made, which helps you appreciate this new one.

    What I like about it is how they don't hide the fact that it was a distinctive strong smell.

    I'm still not going to buy it, but the Old Spice ads are very clever.

  2. in fact, i'd recommend watching that entire Gruen Transfer episode, because it has some really good insights into deodorant advertising as they discuss other ads too.

  3. That's a good analysis of that ad. I love the Gruen Transfer.

    This is also worth a watch, it's a guy interviewing the two writer's who wrote the ad. In the interview they talk about how they actually shot the whole commercial in one take. Amazing that even this video has had over 1 million views!

  4. just watched it, its great frame by frame breakdown!

    I love Leo btw. i'm a huge TWiT fan!

  5. And here's a great article on how they worked to put together all the videos for their YouTube channel -