"Old Spice" campaign videos major hit for Portland-based advertising agency

"Old Spice" has a major hit campaign, created by Portland, Oregon based advertising agency, Wieden+Kennedy. The "Smell Like a Man, Man" promotion has commanded millions of YouTube page views in a short time, OregonLive reports.  

"Old Spice" has certainly earned its place in award nominations as well, including one for an Emmy. In late June, the campaign won a Grand Prix award at the Cannes Lions International Advertising Festival.

Jury president, Mark Tutssel wrote in the Wieden+Kennedy blog, "It took an old, sleepy brand and woke it up and overnight wove its way into popular culture."

The "Old Spice" campaign's star, Isaiah Mustafa has appeared in various television shows such as "Oprah," "Today," and reportedly has signed with NBC for a talent development deal.

Wieden+Kennedy took the "Old Spice" program and launched it on the internet, resulting in videos posted on YouTube with Mustafa wearing only a waist towel.  The wave of sudden views even caused real-time questions on Twitter, Facebook, and other social networks from big names like Alyssa Milano and George stephanopoulos and other fans. Mustafa answered the inquiring posters.

On Wednesday, the "Old Spice" commercial was the most watched YouTube video channel for the day, according to global interactive executive director, Iain Tait, for the Portland agency.  Not only that, but "Old Spice" saw a huge spike in Twitter followers within 48 hours from 3,000 to 46,000.

Iain Tait said, "We have 160 videos now, and that's creeping up as we speak."

The promo videos were filmed over the course of a few days in Portland. After a successful YouTube launch, the "Old Spice" commercial had accumulated over 21 million views on Friday.

A second commercial is reaching pop-icon status as well - "Questions."  Mustafa appeals to the ladies as he lures them in by saying, "Does your man look like me? No. Can he smell like me? Yes."

The actor is shirtless and proceeds to walk on water while catching a cake, walking through a kitchen and a series of other actions before sitting on a motorcycle. 

He clearly hits all the notes of being desirable to women, who predominately purchase products, and making the product something men want at the same time. And what women want for their men.

It looks like "Old Spice" is alive again and hardly asleep.  Wieden+Kennedy have struck over-the-top success with this campaign and marked a new level of recognition for the Portland advertising agency.  We'll see more "Old Spice" videos taking over online media in its campaign of "waking up" the brand.

Source:  OregonLive