Everyone is going crazy for the Old Spice guy at the moment. And this is how P&G did it.
Take one hunky former NFL player, Isaiah Mustafa.
Create a 30 second ad filmed in a single tracking shot. And win the coveted Grand Prix in the film category at the Cannes Lions International Advertising Festival.
Evolve the campaign by leveraging social media, in real time. Send Mr Old Spice a message and wait to be the chosen few rewarded with a short, personalised video in response.
One guy asked Mr Spice to propose to his girlfriend and the video was posted within an hour!
And it’s lead to inspired co-creations like the Voicemail generator.
I like that Old Spice are being brave, listening to fans and giving back control to have fun with their brand, and it’s also pretty inspiring that they can create well produced, personalised video advertising in ‘real time’ speed. This is how their doing it.
What’s considered to be a grandad’s aftershave just became cool again.
Ah, the power of advertising….