In February 2010, Old Spice debuted its "The Man Your Man Could Smell Like" campaign in the US. The YouTube video has 34 million views and still rising.
They moved this on with another video, this time putting Old Spice Guy in even more "glamorous" locations.
How to go on from that? They filmed Old Spice Guy answering questions set by members of the public and posted them on YouTube. These short personalised videos carried on the viral sharing of the first two televised ads and cemented the originality of the whole campaign. The YouTube Old Spice channel has over 218 million views.
This month, Old Spice announced that Old Spice Guy was being replaced by Fabio, a model for the covers of the American "Mills and Boon" style romance novels. People were not happy. It was all part of the campaign, and now Fabio and Old Spice Guy are locked in a YouTube duel for the mantle of Real Old Spice Guy, resulting in this gem.
(the pec wink at the end while keeping a straight face? Genius.)
Over a year since the start of the campaign, the videos are still being shared, still moving forward and are inspiring Social Media parodies, riffs and lip dubs. The message is being shared outwith the target market and has entered popular culture worldwide.
The message all marketers can take from this for their videos is keep it fresh. Improve on the good points of the previous videos, remove what didn't work and react to your comments. That way your message will be passed on.
Have you been inspired by advertising campaigns for your company videos?
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