If there is to be a success story in viral marketing then the two latest Old Spice commercials fit the bill. The Naked Surfer finds out why.
The new Old Spice commercials with taglines, “The Man Your Man Could Smell Like” and “Old Spice | Questions”, (videos 1 & 2 below) have thus far attracted more than 25 million hits (combined) on YouTube. Their contents and the hunky OS man, Ismail Isa Mustafa, have drawn thousands of comments and discussions over the Internet, radio shows and on Facebook with reactions ranging from "brilliant" to "gender-biased" and even "racist".
Whatever, the commercials are reaping what they are meant to do – push up sales of Old Spice.
The commercials were created by advertising agency, Wieden and Kennedy based in Portland, Oregon. Its art director, Eric Kallman, and copywriter, Craig Allen, revealed the "secrets" behind the making of the commercials in an interview with Leo Laporte of TWiT Studio (video 3 below).
By the way, Old Spice man, Ismail Isa, has become an instant hit too, reportedly receiving more than 600 “friends” request on his Facebook page since the airing of the commercials.
