The deodorant company's hunky spokesman addresses Twitter users personally -- and the Internet goes wild
Why can’t everything be as wonderful as the new Old Spice campaign? What started with last winter’s instantly classic “I’m on a horse” clip has continued to charm this summer as “the man your man could smell like,” the devastatingly suave Isaiah Mustafa, has swan dived into our hearts. On Tuesday and Wednesday of this week, Old Spice and its hilarious spokesdreamboat took the awesome to a whole new level — by speaking directly to those fragrant fans.
Responding to questions and comments from Twitter, Facebook and YouTube, Old Spice Man has spent the past two days “talking with the Internet” — barraging us with his dispatches from the shower. And sweet Lord, we never want it to end.
The experiment has been pleasingly democratic in its nature, with the Old Spice Man proffering Alyssa Milano “fragrantly fragrant flowers and a handwritten note from my heart to your doorstep via my bare feet running over the California mountains,” explaining to the geeks at Gizmodo that live wolverines, puffer fish and decommissioned hand grenades are the latest “body wash applying technology” and pitying ordinary fan Veletret, whose husband’s allergies mean she’ll will never have “adult love times with your man at sixty thousand feet in a hot air balloon powered by your man breathing fire to keep it arise.” If you’re doing anything right now other than watching these videos, you are wasting your day.
With a panache that few other marketing campaigns have pulled off, the Old Spice team has once again harnessed the great, you-cannot-miss-this power of social media, and done it in a way that feels fresh and personal and playful. It’s an exercise in understanding exactly what the Internet community wants: namely, a handsome shirtless man beating a pirate-shaped piñata with a petrified fish for the amusement of Demi Moore. If I had to put it in Old Spicese, I’d say watching Mustafa do his thing is like eating bacon while getting a foot massage in a field of flowers while looking good in a bathing suit. And for the creative team behind it, it must smell like sweet, sweet success.
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Lisa Montgomery embraces her nephew Thursday after a tornado tore apart her home in Cleburne, Texas. The twister killed six people and destroyed entire swaths of the North Texas town.
Credit: AP/LM Otero
Jack McMahon, the defense attorney for abortion doctor Kermit Gosnell, speaks outside the Criminal Justice Center in Philadelphia Tuesday. His client was convicted of killing three babies in his clinic, and will serve multiple life sentences.
Credit: AP/Matt Rourke
A photo taken Monday captures Vice President Joe Biden's response to a Milwaukee second-grader's innovative proposal to end America's epidemic of gun violence. This guy!
Credit: AP/Jenny Aicher
Sen. Rand Paul, R-Ky., flanked by a grouper-eyed Michele Bachmann, addresses the IRS' admission that it targeted Tea Party groups in advance of the 2012 election. In an op-ed for CNN Thursday, the Kentucky senator slammed the president for his faux outrage.
Credit: AP/Molly Riley
Ousted IRS chief Steven Miller is sworn in on Capitol Hill Friday. Miller testified before the House Ways and Means Committee on the extra scrutiny the agency gave conservative groups applying for tax-exempt status.
Credit: AP/J. Scott Applewhite
Attorney General Eric Holder pauses as he testifies on Capitol Hill before the House Judiciary Committee Wednesday. Holder is under fire, among other things, for the Justice Department's gathering of phone records at the Associated Press.
Credit: AP/Carolyn Kaster
O.J. Simpson sits during an evidentiary hearing at Clark County District Court in Las Vegas, Nev., Thursday. Simpson, who is currently serving a nine-to-33-year sentence in state prison for armed robbery and kidnapping, is using a writ of habeas corpus to seek a new trial.
Credit: AP/Las Vegas Review-Journal/Jeff Scheid
Major Tom to ground control: On Sunday astronaut Chris Hadfield recorded the first music video from space, a cover of David Bowie's "Space Oddity."
Credit: AP/NASA/Chris Hadfield
When it rains it pours. President Barack Obama speaks during a news conference Thursday with Turkish Prime Minister Recep Tayyip Erdogan, inexplicably inspiring an #umbrellagate Twitter meme.
Credit: AP/Jacquelyn Martin
A smoke plume rises high above a road block at the intersection of County A and Ross Road east of Solon Springs, Wis., Tuesday. No injuries were reported, but the the wildfire caused evacuations across northwestern Wisconsin.
Credit: AP/The Duluth News-Tribune/Clint Austin
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