Razor Branding Blog

Old Spice Builds a Brand with Personal Videos

We love the Old Spice campiagn starring Isaiah Mustafa.  The original spot still makes me laugh.  Out loud.

Yesterday, Old Spice took the 'viral video' to a whole new level by delivering personal video replies to people who asked them questions through Twitter, Facebook and YouTube. 

Whether he is responding to Ellen Degeneres when she tweeted - @TheEllenShow Have ya'll seen my friend @IsaiahMustafa's new Old Spice commercial? So funny and so clever. http://bit.ly/avcpGA

Or when thanking GQ for their mention in a blog post - GQ wrote "Advertisements We Actually Like: Old Spice"
http://www.gq.com/style/blogs/the-gq-...

They even responded when Gizmodo tweeted - @Gizmodo @OldSpice Gadget-lovers need to know: will anything surpass the loofah as the predominant body wash-applying technology?

All in all, Old Spice has posted over 200 video replies on YouTube  in the past 2 days and garnered over 53,000,000 views.  That's fifty three million views of their videos.  Most of them in the past two days.

By putting the team at Weiden + Kennedy in a studio in Oregon with the actor and a crew that involves social media, creatives and video they were able to produce almost 90 videos yesterday.  Nailing the spots in one or two takes and only spending an average of 7 minutes shooting and editing each video, they were able to respond to some comments within 30 minutes.

Amazing.

The campaign has gotten the attention of bloggers and traditional media around the world as well as captured the interest of millions of consumers.

Which video is your favorite?