P&G's New Old Spice Man is a Soccer-Playing Dancing Robot

Posted by Shirley Brady on July 14, 2014 03:09 PM

The campaign: P&G's Old Spice brand jumps on World Cup finale fever with a soccer-playing, disco-dancing robot who brings a whole new meaning to getting sand in your face. 

The pitch: "Experience the freedom of smelling like a real human man at the beach, at parties or wherever your extension cord will allow you to go, with Old Spice."

The response: This "awkward" "mandroid" is "creepy"—and no Terry Crews or Isaiah Mustafa—but "still gets the ladies."

Watch the new Old Spice Man(droid) spots below.Continue reading...


Old Spice Man Turns Wolf Man (and Hawkish) in Latest W+K Campaign

Posted by Shirley Brady on January 31, 2013 07:55 PM

The Old Spice Man is no longer on a horse, but he's got a few other creatures at his back.

The latest W+K effort by director Tom Kuntz for the P&G-owned brand promises unbridled (yet elegant) animal magnetism with The Wild Collection, a trio of manly new scents: Wolfthorn, Hawkridge and Foxcrest. The tagline, naturally, is "Answer the smell of the wild."

Watch the first two spots, featuring tuxedo-clad gents and their wolf and hawk companions, along with their social messaging, below. Update: According to Ad Age, the Wolfthorn spot will run during the Super Bowl — but only in Alaska, home to America's biggest wolf population.Continue reading...

celebrity brandmatch

Green Bay Packers' Super Bowl Vet Greg Jennings Suits Up For Old Spice

Posted by Shirley Brady on September 3, 2012 09:11 PM

Old Spice is following up on last week's viral hit — an interactive "muscle music" video with former NFL player Terry Crews — with a new campaign featuring a current NFL player who's preparing for life off the football field: the Green Bay Packers' Greg Jennings. Check out the first of seven spots featuring Jennings above.

The wide receiver, a 2006 Super Bowl champ who played with Brett Favre and has been trying his hand at acting, has fun touting Old Spice's Champion line of "man freshening" products — which were previously promoted with an Olympics-themed spot and a sand car commercial with the tagline, "Believe in your smellf."Continue reading...

social marketing

Old Spice MANta Claus, Day 2: A Billboard for Billings

Posted by Shirley Brady on December 6, 2011 04:07 PM

Old Spice kicked off day 2 of its social gift-giving holiday campaign with a video gift to the residents of Billings, Montana, who apparently can now check out a billboard thank you, too. W+K started marketing the return of Old Spice Man Isaiah Mustafa in earnest today, buying space on Yahoo (see below) and other highly trafficked websites.Continue reading...


Old Spice Man Isaiah Mustafa is Back as MANta Claus

Posted by Shirley Brady on December 5, 2011 11:02 PM

Yes ladies (and men)... he's back! Isaiah Mustafa, aka Old Spice Man, is back in a white towel for a limited engagement as MANta Claus (tagline: "One man. Seven billion gifts"). The five-day digital holiday campaign for the P&G brand kicked off today with tweets and Facebook posts alerting commenters they had a gift waiting on YouTube. Watch the first day of the brand's latest social media response campaign by W+K featuring the award-winning character below.Continue reading...

brand vs. brand

Old Spice Clones: The Man Your Brand Shouldn't Sell Like

Posted by Michael Waltzer on May 4, 2011 05:00 PM

When it comes to advertising manly products, there seem to be limited approaches to take. Axe (or Lynx, in certain markets) uses sex appeal, as with its falling angels campaign. Gillette likes to get straight to the point with athletes, at least one with a few tricks up his sleeve.

But if they're trying to be funny, they'll be held up to the Isaiah Mustafa Old Spice commercials. But what happens when you run out of manly ideas for your manly products? The temptation is to pay homage to the masterful Mustafa character.

We understand, Old Spice wannabes, but we're begging you — knock it off with the knock-offs.Continue reading...

social media watch

Old Spice Man Heads Back to Old and New Media

Posted by Shirley Brady on January 26, 2011 03:30 PM

Old Spice today announced to its Facebook and Twitter fans that Isaiah Mustafa (aka Old Spice Man) is back. 

Wieden+Kennedy, the agency behind the campaign, confirmed in a press release that the social media breakout campaign is returning in February, but not at the Super Bowl.Continue reading...

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