The Old Spice campaign is clever but it's not viral!
The third installation of Old Spice's ads featuring the impossibly charismatic Isaiah Mustafa was a little unexpected. Isaiah and the creative team have been rather busy of late - listening, researching and responding in very personal and meaningful ways to people who have mentioned the first two ads across all types of media. Currently I count 118 video responses on the YouTube channel - to people ranging from Ellen DeGeneres (33,000 views) to Perez Hilton (61,700) to Kevin Rose (61,600) to dozens of every day people who average 300 views. Note: these numbers tripled in the 2 hours since I started this post.
If you look at the total channel video views, it's an impressive 55 Million - particularly because there was nothing passive about their consumption.
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