Old Spice transformed from your grandfather's deodorant into a cultural phenomenon — then doubled down by filming 186 personalized responses to fans in 2 days.
The Full Story
Old Spice had an image problem: it was your dad's brand. Wieden+Kennedy created a Super Bowl spot with Isaiah Mustafa that defied every logic of deodorant advertising. It was absurdist, supremely confident, and genuinely funny. It aired. It went viral. Then they went further: 186 personalized video responses to celebrities, journalists, and regular fans — all filmed in two days with the same actor, the same bathroom, the same bravado.
Why It's Crazy
Running a completely absurdist campaign for a men's deodorant — and then personally responding to hundreds of people with bespoke videos in real-time — before 'engagement marketing' was even a concept.
The Strategy Behind It
The creative understood something most brands miss: women buy most men's grooming products. So they targeted women with a man's product in a way that was entertaining to both. The social response campaign turned a broadcast ad into a two-way conversation.
The Results
107% increase in body wash sales. 2,700% increase in Twitter following in 24 hours. 30M views in first week. Old Spice became the #1 male body wash brand within 6 months. Named Ad of the Decade by multiple outlets.
Steal This Idea
After your campaign launches, respond personally. Reach out to the 20 most influential people who mentioned it and give them something custom — video, product, hand-written note. The second act of a campaign can be more powerful than the first if it's personal enough.
Campaign Details
- Industry
- Consumer Goods
- Budget
- High ($1M+)
- Era
- 2010s · 2010
- Views
- 82,700
- Brand Size
- Enterprise
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