Okay, let’s get this out of the way now. Most of the people reading this post probably will not remember Old Spice as a younger brand. I, however, am that old — when it was all about showing women daydreaming about Old Spice (although thankfully vintage ads like these were way before my time). In my mind, the operative word in this conversation is old. It’s a grandpa scent, like Aqua Velva or English Leather. The product has been around for 73 years, and I for one wouldn’t want to have to rebrand that line. A new ad agency took over the account in 2009 and the initial spots, while trying to bring the brand into the present, seemed to be scattered and random. But this year, things are starting to gel; they’ve found a “man’s man” spokesperson with a fabulous delivery and, to add to that, they took a wicked stab into social media and really created some buzz. Here’s the initial ad, launched during the February 2010 Super Bowl.
I’m not sure how Mustafa can be both charmingly self-deprecating and wildly over-the-top, but it totally works for me. Now what’s really interesting is, with the release of this second commercial, they also start incorporating social media. Because Old Spice starts building on Mustafa’s personality. They get their Old Spice YouTube channel in order (nice banner: “I’m on an internet” indeed), their Old Spice facebook page up and running, and a verified Twitter account to converse with the community. And then what do they do?