Old Spice has selected a new spokesman for its brand, with its #smellegendary campaign, involving the new person riding a whale (while playing tennis) and driving a rocket car that he built without a working knowledge of engineering. The new spokesman joins an existing lineup of the piss-take/Modern Man style advertisement talking heads, including his predecessor Isaiah Mustafa’s series, and Dos Equis’ ‘Most Interesting Man in the World’ ad.
Funniest line:
“The most valuable lesson I have ever learned is that if you fill your brains with knowledge, then there won’t be any room for dreams.”
https://www.youtube.com/watch?time_continue=59&v=giJxJdSuq74
Previously on Old Spice
Previous campaigns for Old Spice included the viral ads involving Mustafa with Wieden+Kennedy, which achieved the ‘holy grail‘ of being able to translate a great TV campaign into a massively successful online campaign. While the online campaign was running, Wieden+Kennedy produced nearly 100 spots a day, with Isaiah Mustafa responding to online enquiries in 30 second ads:
One thing you can sense if you’re lucky enough to be there in the studio is that they’re all having such fun doing this thing. Isaiah is loving it. Everyone who is writing it is loving it. The social media guys are loving it. And that really shines through.
If you are doing something in a social environment, you want it to feel like a place you want to be at.
It’s a really strange thing, but that sense that people are having fun actually manages to transmit itself through the Internet. People gravitate toward things that feel like they’re being done by people who love it. That sense that everyone involved with this is loving it is a huge factor in why this is so successful.