Smell Like Me: The Jaw-Dropping Old Spice Case Study
Thursday, August 12, 2010 at 10:18AMI'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!
Reader Comments (2)
This campaign is rooted in solid consumer research, which showed that women typically purchase the deodorant for their men. So while it does not make me want to run out and buy Old Spice, my wife may want to based on the ads ;) The true measure of success for a campaign like this is if it moves the needle, don't you think?
I would agree. The measure of a campaign is indeed the ROI and it's effect. Which outlined in this case study is exactly what it did. So outside of all the social tactics, and thus ensuing buzz it did its job and then some.