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Consumer packaged goods aren't usually considered a creative canvas for agencies. But these six campaigns proved otherwise—showing that even staid categories can be fertile ground for fascinating creative ideas, and massive viral hits.
• Old Spice
Agency: Wieden + Kennedy
Year: 2010
W+K had been revitalizing the P&G brand for a while, but nothing could prepare the world for Isaiah Mustafa in his towel—at once, the ideal man and the ultimate parody of him. With its sharp writing and hyperbolic visuals, this spot defined postmodern masculinity and created a whole, often-imitated style of self-aware advertising.
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