How Old Spice Ruled the Real-Time Web

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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.



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