PR Is 'Winning' Social Media, That's Why We Created the Old Spice Campaign...Oh, Wait

Old Spice’s “The Man Your Man Could Smell Like” campaign is lighting up the internet (and “traditional media”) and could perhaps be the biggest viral/social media/word of mouth whatever you want to call it this year.

The campaign is not new — TV ads have been running for months — but just this week things exploded in the digital realm, when the campaign’s character began posting custom YouTube videos directly addressing a slew of well-known digital and “real life” personalities.

Iain Tait, global interactive creative director at ad agency Wieden + Kennedy, who is leading the effort, told

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