Ultimately, Fabio failed to dethrone the Old Spice Guy, but he’s now facing some new competition from someone less beefy—the average Joe. In Wieden+Kennedy’s latest effort for the brand, “Smell Better Than Yourself,” MJZ director Tom Kuntz returns in fine form to illustrate how Old Spice can turn the schmoeist schmos into the manliest of men, like the fantastic, sea-creature abusing Sea Captain you see here. The campaign also includes a Rocker (in print), and a spot debuting next week will star a billionaire jet pilot.

(via Creativity Online)

Permalink

As one of the most talked about advertising and ’social’ media news pieces this week, users were able to Tweet to @oldspice to receive a custom video response from actor Isaiah Mustafa. The Old Spice campaign showed how a brand can personalize its communications via social media, or how a brand can do things “out of the box” to communicate directly with fans in an engaging, real time, and broad-reaching fashion. With respect to numbers – Mashable provided some basic metrics on what imprint the campaign made (and this is since TUESDAY): Number of videos made: 180+ Number of video views: 5.9 million Number of comments: 22,500 Mashable also provides some perspective on the impressions made, or number of views generated by the video responses, in comparison to both the original spot/campaign, and to other popular virals (including Obama’s victory speech). In short – the Old Spice responses killed it. Many of us were asking how these videos were produced so quickly. ReadWriteWeb developed a very detailed description of Wieden + Kennedy and Old Spice’s process. We tip our hats to W+K and Isaiah for delivering a remarkable campaign.  Hopefully it will get more brands to experiment with ways to communicate to consumers directly and personally.

As one of the most talked about advertising and ’social’ media news pieces this week, users were able to Tweet to @oldspice to receive a custom video response from actor Isaiah Mustafa. The Old Spice campaign showed how a brand can personalize its communications via social media, or how a brand can do things “out of the box” to communicate directly with fans in an engaging, real time, and broad-reaching fashion. With respect to numbers – Mashable provided some basic metrics on what imprint the campaign made (and this is since TUESDAY):

  • Number of videos made: 180+
  • Number of video views: 5.9 million
  • Number of comments: 22,500

Mashable also provides some perspective on the impressions made, or number of views generated by the video responses, in comparison to both the original spot/campaign, and to other popular virals (including Obama’s victory speech). In short – the Old Spice responses killed it.

Many of us were asking how these videos were produced so quickly. ReadWriteWeb developed a very detailed description of Wieden + Kennedy and Old Spice’s process. We tip our hats to W+K and Isaiah for delivering a remarkable campaign. 

Hopefully it will get more brands to experiment with ways to communicate to consumers directly and personally.

Permalink

Old Spice’s “The Man Your Man Could Smell Like” campaign has gotten a lot of press lately. Now you can tell @OldSpice your thoughts on Twitter—and get this—the Old Spice guy will answers your replies in a YouTube video. He’ll also answer questions from Yahoo Answers, comment on posts and we’re imagining respond to just about anything posted about Old Spice on the Internet. Above is the reply the Old Spice guy left for Digg’s Kevin Rose that went up earlier today. Fantastic stuff.

(via thenextweb) 

Permalink