Old Spice guy calls it a day after 184 videos

Headshot of Tim Nudd

The Old Spice guy has left the bathroom. After filming, by our count, 184 personalized videos for his fans, Isaiah Mustafa bids farewell, for now, in the clip below. If you didn't get your own video, don't blame him. "I am just one ridiculously handsome man. I can't write to everyone," he points out. The YouTube stunt is already being called the best social-media ad campaign ever, though it would be good to remember that the real-time, responsive nature of the videos wouldn't have meant much without the more traditional element—a brilliant character written by Wieden + Kennedy and performed hilariously by Mustafa. We'll surely see copycat efforts in the coming months. Let's hope the content, not just the delivery of it, is half as enjoyable as this was. Silver fish hand catch!

@nudd Tim Nudd is a former creative editor of Adweek.