The idea: 'Anything is possible when your man smells like Old Spice’ rings true in this viral phenomenon.
This brilliant example of a social media campaign by Wieden & Kennedy Portland proves that ads can actually talk to you. Bloggers and fans were name-checked in personalised videos tweeted by Old Spice Guy himself; ex American footballer Isaiah Mustafa. He’s now an internet sensation racking up over 55 million views making his channel the most viewed sponsored channel in history.
The Old Spice Guy made hilarious videos for well-known Internet folk. People including Ellen Degeneres, Alyssa Milanio and celebrity blogger Perez Hilton. Anonymous people who had blogged, tweeted or commented about him in the past were also targeted.
The Old Spice Guy was even able to help Twitter user @Jsbeals with his marriage proposal. @Jsbeals tweeted this request to Old Spice Guy: "Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin." Less than three hours later, Mustafa was holding a ring in the glow of candlelight and asking Angela to "make @Jsbeals the happiest man in the world and marry him in real life."
The campaign is perfect for becoming huge virally. It taps into specific bloggers who have access to many followers allowing it to grow and grow. It creates an exciting platform that people are willing and excited to engage with as they are creating it themselves.
The first ad, 'The Man Your Man Could Smell Like', has racked up over 12 million views alone and went on to win the Grand Prix award in the film category at the Cannes Lions International Advertising Festival.