Old Spice targets Twitter generation. 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.
The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel. 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. I spoke to Wieden's global interactive creative director Iain Tait about how they choose which tweets actor Isaiah Mustafa replies to, why they are using YouTube, and what it's like to produce nearly 100 spots a day.
Viral Old Spice 'Responses' Crush Original Ads in Web Views - Advertising Age - Digital: Viral Video Charts. How Much Old Spice Body Wash Has the Old Spice Guy Sold? - Advertising Age - News.