Advertising Done Right: Old Spice Takes the Web By Storm

He stole the show during the Superbowl. He’s loved by women and respected by men. Heck, he’s even been on Oprah! So who is this mystery man that’s been taking the airwaves by storm? Why, it’s no other than Isaiah Mustafa. You might not know know the name, but you definitely know his work. Since January Mustafa has been turning heads as the incredibly good-looking, shirtless, baritone Old Spice Man.

Realizing they had a hit on their hands, the marketing department at Old Spice has brought the former football player’s smooth voice and unbelievable hijinxs to the web. The original Superbowl commercial for the “Smell like a man, man” campaign grabbed over 13 million views on YouTube. The video about the making of the clever commercial which used minimal digital effects is a hit as well with well over a million views. To say Old Spice Man has gone viral is pretty much an understatment.

In his latest commercial, Mustafa is up to his usual tricks transitioning from the bathroom, to a log, to a kitchen holding a cake, to a swan dive into a hot tub, culminating with Mustafa in jeans idling on a motorcycle. Whew! To fan the flames of marketing fury even further, the Old Spice marking team has Old Spice Man making digital house calls. Fans of the good smelling Old Spice Man can now go to the Old Spice Twitter account and type in a request and you’ll get a personalized response from Mustafa in his iconic bathroom scene on YouTube.

To date, Old Spice has posted 65 videos to YouTube. According to the New York Times, one Twitter user successfully enlisted Old Spice Man to propose to his girlfriend. About four hours later, the excited user responded on Twitter that his girlfriend was now his fiancee. Not surprisingly, Old Spice’s Twitter following has grown like wildfire. Not to mention body wash sales which grew to $755 million in 2009 up from $500 million back in 2004.

Old Spice’s emergence on the web and reemergence on the bodies of male friends and relatives is a powerful lesson in brand repositioning. It wasn’t that long ago that the brand was associated with old, waspy sailors rocking cardigans while sailing their yachts. It was something our granddads and uncles wore. Now thanks to the power of a clever script, inventive filming, and the undeniable appeal of the leading man, Old Spice has made a total 180 and is raking in the dough.

What are you thoughts on Old Spice’s bold move. Share your thoughts in the comments section.

About the Author
Sherri is a freelance writer that has a love of all things fun and geeky including gadgets, gaming, anime, and comics. When she isn't writing or out on the town living it up, she loves doing 10-12 hour marathon sessions on her Xbox 360 or one of her older consoles. It's not an addiction, it's a way of life!
See all posts by Sherri L. Smith.