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Old Spice: starring former American Football player Isiah Mustafa Wieden + Kennedy Portland scooped the top creative honour last month for its US TV ads for the Procter & Gamble brand, starring fast-talking, muscle-bound former American Football player Isiah Mustafa as a "The man your man could smell like". It has now created more than 100 short clips featuring Mustafa in the shower and talking to a camera, but this time addressing individual Twitter users famous in the US, such as actress Alyssa Milano. In the third of three clips tweeted to her, he flirts with her with a bunch of flowers in his arms while handwriting a letter with a massive feathered quill.
Old Spice targets Twitter generation - Brand Republic News
The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel | Fast Company
This interview is part of our ongoing series related to The Influence Project . One of the modern Holy Grails of advertising is to translate a successful TV campaign into a monster viral Internet phenom. Working with their client Procter and Gamble, the advertising firm Wieden+Kennedy opened the ark with its online work for Old Spice. The campaign is simple: The manly star from the TV spots responds to queries on Twitter via humorous 30-second YouTube videos that are being watched and re-tweeted with abandon.
Viral Old Spice 'Responses' Crush Original Ads in Web Views - Advertising Age - Digital: Viral Video Charts
Read the whole thing at AdAge →