It's maybe the best guerilla/viral/web2.0 marketing job I've ever seen. It helps, greatly, that this guy, and his team, are apparently comedic geniuses.
"The tickets are now DIAMONDS!"
Perfect example. They hit a home run with that line, especially with their target audience.
Well Played Sir.
Oh, they used to argue over times, many corporate driver-years lost to it:
homeowners, red-faced and sweaty with their own lies, stinking of Old Spice
and job-related stress, standing in their glowing yellow doorways brandishing
their Seikos and waving at the clock over the kitchen sink, I swear, can't
you guys tell time?
Cool coincidence !?
I actually loved the product and will be using it for the forseeable future. My wife loves it even more than I do :)
Before they'd just ignore old spice, and would head straight for the Axe stuff...but with the new commercials they now also consider old spice.
My wife keeps saying she's gonna buy me some, or that I should buy some, just because of the ads.
YouTube is (in a way) as well since Old Spice is probably paying for their channel.
Reddit, maybe, if Old Spice became a Gold Member.
Relatively pure, realtime feedback on their ads has to be pretty fantastic for the team.
1. An actor
2. A shower
3. A writer
4. A camera and computer
I assume they'll do it for one day and people will talk about it for weeks. Pretty good return on investment.
However 'in touch' Old Spice might be with the online generation (as someone wrote elsewhere in this thread), the product still smells like what someone's grandpa would wear.
How does this relate to startups? No matter how great your marketing might be, you gotta always be able to proposition the product right. Old Spice can't pivot and iterate their product because then it would no longer be Old Spice. Let's be thankful we can pivot with internet startups to find continued market fit.
They know that, though, and go with it.
Example: a few years ago a relative gave a bunch of bath sets as Christmas gifts to everyone. The one I got was an Old Spice set, which bore the slogan: "If your grandfather hadn't worn it, you wouldn't exist."
To me, Old Spice smells like something a real man would wear, and Axe (for instance) smells like something a newly pubescent teen would wear. Grandpa won WWII; the Axe generation pretends to win WWII by playing first-person shooter video games.
It's basically Axe or Old Spice here, where as in UK the equivalent of Walgreens, Boots, stocks those brands but also slightly more expensive Ted Baker, French Connection, and a number of others.
I guess I'm getting off topic, though I'm totally shocked I got down-voted so much for my original comment. Perhaps Old Spice is an American thing.
Old Spice is what you rub under your arm so your sweat doesn't stink, traditionally. I don't categorize that as a fragrance per se, even though it has a dark manly scent to it. I guess they sell "body wash" now too, which is like soap but harder to use.
In this instance perhaps the fragrance she preferred the smell of the best?
Using old spice will remind me of some of the awesome lines from the adverts, which will be a good start to the day.
As long as it smells "good/clean", that's fine I'd say...
its a great example of innovative marketing and making good use of the tools they have at hand.
Is that automatically a bad thing? People like fedoras, and that's certainly something a grandpa would/did wear.
Given that I'm now seemingly surrounded by hairless, wimpy, Justin Beiber fairy-men at every corner as the "ideal man", I wouldn't mind if Old Spice made a huge comeback.
Classic masculinity, of which this Old Spice campaign is an example. See also the Dos Equis guy, the sudden popularity of mustaches, steampunk, etc.
Homoeroticism. This cologne ad with David Beckham sums it up: http://tiny.cc/jhi6h. Or pop open a GQ or Esquire and see how many things are being sold to men using overtly sexual images of attractive men.
or they can come out with a sub brand, youth spice