This is brilliant marketing. They saw and seized an opportunity to let the internet hive mind further their own campaign. All they had to do was film him standing in a bathroom and multiple fan made voicemail generator sites sprung up within minutes. That is super cheap, super effective marketing, for sure... they let someone else do all the hard work! Absolutely incredible.
What they need to do is come up with a second wave of something that they can pull out in a few weeks or months to refresh these videos or build off them. That way they can keep stoking the fire and the process that gets them this coverage will start again.
If they intend to make this more than just a stunt, this needs to be a first step in a major campaign that will include lots of new ideas and tactics to keep it fresh. Hopefully W+K is headed in the right direction and they will keep us entertained and deliver some ROI for Old Spice.
Possibly the small ones too. Hello ladies!
Also, you are on my lawn.
Look away. now look back. I'm on a horse.
Baseball's All-Star Game Yields Its Lowest Television Ratings
We're still on a World Cup hangover. (football/soccer World Cup, the one held in South Africa this year).
Back on topic, this is HUGE for Old Spice. Even here in South America it's making waves:
"Old Spice becomes the ad campaign of the year" on an Argentinean blog (spanish)
I thought it was mostly CG, however, in reality it's a very clever set construction.
Making of the Old Spice Commerical:
But I did wait till it was on sale...
Why advertise in this way instead?
I'm on a horse.
Seriously though, do you actually not understand that not everybody in the universe is hyper-rational and will occasionally make purchasing decisions based on ineffable considerations of "image", or are you merely rhetorically whining that not everybody in the universe is as hyper-rational as you imagine yourself to be?
Apparantly, I should be on a horse.
I'm still trying to figure out what makes some stuff funny and others not. For example randomly yelling "You're fuzzy!" at a cat during a heated discussion works if I use it sparingly around my close friends. Other people just give you weird looks. (My rule of thumb: most humor is best used sparingly and definitely around the proper audience.)
Though knowing my luck she'd find the flaws in my experiment and reject me due to a problem with the number significant digits.
(sorry, couldn't resist!)
Since they can't sell a concrete product as better than another one, they're selling the associated image - and betting that you will buy one of many indistinguishable products (theirs) because you like that image.
It's like Coke vs, Pepsi (or Sprite vs. 7-Up) - in a blind test, they taste pretty much the same. One isn't empirically better than the other. So instead they sell the images the drinks associate and the brands, and compete in that sphere.
Except they don't, those tests only confirm that many people have a crappy sense of taste or are only sipping and not taking a big enough drink to tell the difference. No blind test would stop me from spitting out Pepsi because it's way too sweet.
There is a scientific way to measure the delta of 2 flavors and Coke and Pepsi are quite similar. So similar that in a proper test like I'd laid out above, only a fraction of participants can tell the oddball from the group.
I don't doubt that, but I'd be one of those; they are significantly different to me, but I quit drinking soda a while ago, that shit's just bad for you.
How else is your brand going to be talked about incessantly and shared over the Internet by millions across the world? All in a 24/48 hour period. No other brand is currently being talked and raved about currently and in the same volume.
I'd love to see the effect this campaign had on their sales.
1. You can't smell the product when you're in the store, so you have to know more about the product either through brand awareness or referral.
2. Like cologne, the smell you give off from a deodorant is about projection. Who you want to smell like is probably going to be more of a priority to potential customers than what you want to smell like.
What? Here (Australia), you usually end up with a can put to one side on the shelf that people can spray on their wrist to smell-test.
I've seen ads here recently for deodorants that change smell over time, I guess that's one of that gimmiky "features".
Also these items are in the price range where I don't really want to waste my time thinking much about pros/cons so this advertising becomes more effective. As opposed to an item like a computer where I would analyse the specs of most of the components making advertising less useful.
The maxim exists because selling the sizzle works much better. The current Old Spice ad campaign is the best modern example of selling the sizzle.