Smell Like Me: The Jaw-Dropping Old Spice Case Study

I'll be the first one to say that I've been an Old Spice fan-boy since the campaign rolled out its very first spot in the 2010 Superbowl. Does that make me homosexual; maybe a touch, but I'm past that. Take the four minutes to see what an aggressive agency can create with social media, creativity and one hot dude:

There's a fearlessness in this campaign that excites me as an advertising professional. Beyond the simple envey of a great idea and the wish that it was on my demo reel is the fact that clients have something new to point at and say "I want it like that!" We've not had anything like this in the past few years. I hear it all the time, "Justice advertising sucks nowadays!" You're not wrong. Advertising is an art form in and unto itself, just like music, cars and fashion. It goes through ebb and flow and we've been a weak place for a while. It's nice to see a few modern day super-star campaigns emerge. My hats off to you Wieden+Kennedy, keep up the voodoo!


Posted on August 12, 2010 and filed under Advertising, Business, Research.