He captured our hearts this past winter with his first breakthrough ad that had him going from shower to ship to white steed all in one take. At the end of June, he was back with another ingeniously absurd one-shot commercial, an awesome upping of the stakes of the first (log rolling? check! jacuzzi busting? check! flying? check!). And just last week, Old Spice Guy launched 183 — yes, 183! — individual video responses (all available on YouTube) to various Tweets he’d received from both big names and no names alike (e.g. Ellen DeGeneres, Starbucks, Alyssa Milano, Huffington Post, George Stephanopoulos, Demi Moore, Gillette, the list goes on and on and on). In just three days, the series had received 11 million views! The marketing agency Wieden + Kennedy has created a perfect storm of viral media for Proctor & Gamble using a beloved character (played superbly by Isaiah Mustafa), humor, interactivity and social networks. It’s hard to get worked up over being manipulated into giving away free advertising for a major corporation when it’s so damn entertaining!
Sundance Channel Blog