How Old Spice Ruled the Real-Time Web

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

For a second act on the Web, Old Spice’s “The Man Your Man Could Smell Like” campaign is turning into a command performance.
 
The popular TV effort from Wieden + Kennedy for the client’s Red Zone Body Wash spun out yesterday into a social media salvo that took its main character — the super-suave, Old Spice Guy, envied by men and adored by women — and plopped him smack in the middle of the real-time Web.

In two days, Isaiah Mustafa, the actor who plays the ever-shirtless Old Spice guy, has made about 200 short videos responding to comments and questions directed his way via Twitter, Facebook and social sites like Reddit.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in