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Author Topic: Old Spice: The Ad Blitz Your Man Could Smell Like
Chris Bridges
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Old Spice: The Ad Blitz Your Man Could Smell Like

The Old Spice Man took to the web yesterday, posting over 125 video clips that addressed various celebrities and fans, many of them responding to direct questions. And all of them freakin' hilarious...

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Samprimary
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Yeah I was on Reddit at the time. Didn't get my question answered, though. So even though otherwise I would have given this ad campaign a ten out of ten, I have to downgrade it just slightly to negative a billion.
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Raymond Arnold
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I think the youtube channel is the best way to see them all, and you can find it here.
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Sala
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Chris, thanks for sharing. These videos are hysterical!
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Juxtapose
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These are even better than the ones with Bruce Campbell.

I never thought I'd say that.

The build-your-own phone message is just amazing.

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Philosofickle
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Well, I went from lurker here, to poster here, to lurker on reddit and poster here, and now I'm generally a lurker here and a poster on reddit. Sam how do you do it?
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Samprimary
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Well our servers are often down soooo
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Wingracer
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That is hilarious. If you go to Alyssa Milano's twitter, he actually DID send her flowers and a card. This has got to be one of the best ad campaigns ever. Especially since it is probably costing them a tiny fraction of what a TV spot would cost.
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Samprimary
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him and conan need to join forces
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Nighthawk
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quote:
Originally posted by Juxtapose:
The build-your-own phone message is just amazing.

SWAN DIVE!
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Wingracer
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quote:
SWAN DIVE
MONOCLE SMILE!
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Raymond Arnold
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I don't quite get the monocle smile one. Otherwise this is hilarious.

I'm adding this man to the list of people who should be in The Expendables II, at least in cameo. (I have no interest in Expendables I, but I hope it does well enough to make an Expendables II that adds Vin Diesel, with Chuck Norris as the bad guy, and footage of Bruce Lee thrown in as a sort of Mufasa/Obi-wan role.

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Wingracer
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His most recent vid to Alyssa Milano:

http://www.youtube.com/user/oldspice?v=uLTIowBF0kE&feature=pyv&ad=5066079497&kw=old%20spice%20commercial&gclid=CNqD_r2X66ICFY845wodJhX9fA#p/u/25/U5Y7MZV_bD0

And her video reply. This is just too funny.

http://www.alyssa.com/

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Raymond Arnold
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That was a really awesome reply on alyssa's part. I'm curious to what extent this whole interchange is pre-scripted. (Hers isn't quite as funny, or at least is funny in a way that requires less effort, which lends credence to the notion that her end is not scripted. If that is the case, I'm really curious how this will turn out).
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Wingracer
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quote:
Originally posted by Raymond Arnold:
That was a really awesome reply on alyssa's part. I'm curious to what extent this whole interchange is pre-scripted. (Hers isn't quite as funny, or at least is funny in a way that requires less effort, which lends credence to the notion that her end is not scripted. If that is the case, I'm really curious how this will turn out).

According to her Twitter, none of this was planned or scripted. It took her by surprise. He has also been flirting with Rose McGowan and Christina Applegate but Alyssa is the one that's continued to play along.
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Philosofickle
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Thanks to a reddit user you know have the Old Spice Man voice male generator.

[URL=http://www.oldspicemanvoicemail.com]Sheer Awesomeness]

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TomDavidson
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I am actually seriously impressed by Milano's response. [Smile]
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Shmuel
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On another note... Old Spice Man answers a question by the daughter of the actor who plays Old Spice Man.
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rivka
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quote:
Originally posted by TomDavidson:
I am actually seriously impressed by Milano's response. [Smile]

I am curious to see what Old Spice opts to do with that opening.
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Raymond Arnold
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Honestly, given that they started by paying millions of dollars for a superbowl spot... a hundred thousand isn't that bad. Especially considering that this ad blitz was (presumably) insanely cheap. Plus they get the good will and what not.
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rivka
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Exactly!
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Godric
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quote:
Originally posted by TomDavidson:
I am actually seriously impressed by Milano's response. [Smile]

I wonder what Meg Ryan's response would have been... Pouty face?
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Lyrhawn
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Has Old Spice responded to Milano's challenge yet? Choosing to go for it means good press all around, not to mention it's a tax write-off. It's a relatively cheap way to both appear to be a good Samaritan, and to advertise.

These are hilarious by the way. I wonder who did the writing for the answers.

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Shmuel
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Looks like they're done, at least for now.
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Shmuel
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Also of possible interest, if you have twenty minutes to spare: interview with the writers of the Super Bowl commercial, in which they explain how the director got Old Spice Man from a shower to a boat to a horse in one take. (On the third day of shooting.)

Edited to add: and an explanation of the followup commercial, with the power saw, swan dive, and hot tub. (They don't explain the jeans, though.)

[ July 15, 2010, 07:55 AM: Message edited by: Shmuel ]

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Shmuel
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...I missed this one earlier. I think he just shattered the fifth wall or something.
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Shmuel
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For those of us who want to know... they're cagey on the exact details, but there's a bit about the process of making these at Adweek and rather more at Fast Company.
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Raymond Arnold
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Most of the spots were done with little to no oversight by the old spice Men Upstairs. I suspect donating $100,000 is the sort of thing that DOES require their approval a little bit (a lot). If they do do an official reply, it probably will have to go through the red tape, and it'd take a while. (Possibly too long for the momentum from today to still be useful).

Also curious... I think the single most watched clips so far have like 250,000 hits. Prime Time television shows with decent ratings get... like, 10 million viewers right? While it can certainly continue to rank up hits, I'm wondering what the overall cost effectiveness will turn out to be.

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Shmuel
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quote:
Originally posted by Raymond Arnold:
Most of the spots were done with little to no oversight by the old spice Men Upstairs. I suspect donating $100,000 is the sort of thing that DOES require their approval a little bit (a lot). If they do do an official reply, it probably will have to go through the red tape, and it'd take a while. (Possibly too long for the momentum from today to still be useful).

I'd agree with this. Old Spice Man may be speaking for Old Spice, but he doesn't have that kind of power... and multinational corporations aren't known for their ability to do anything at whim.

(Plus the Men Upstairs probably went along with this campaign partly because it was relatively cheap; it seems clear that this was planned to end last night; and Alyssa's reply came near the end of the run, not to mention the end of the business day.)

Edited to add:

quote:
Originally posted by Raymond Arnold:
Also curious... I think the single most watched clips so far have like 250,000 hits. Prime Time television shows with decent ratings get... like, 10 million viewers right? While it can certainly continue to rank up hits, I'm wondering what the overall cost effectiveness will turn out to be.

On the other hand... the campaign's also getting plenty of free media coverage, more so than your typical commercial, and I doubt we're done with that.

[ July 15, 2010, 08:12 AM: Message edited by: Shmuel ]

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BlackBlade
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With so many clips of the same guy, saying various things, it would be interesting to see which ones are the most watched. You could possibly then theorize why. There should be some marketing implications.
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Raymond Arnold
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I'm predicting a youtube trend of splicing together Old Spice Guy footage to make him say various things.
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BlackBlade
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quote:
Originally posted by Raymond Arnold:
I'm predicting a youtube trend of splicing together Old Spice Guy footage to make him say various things.

Also some sort of imitation spoof involving a different ethnicity, and possibly though less likely, gender.
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Tarrsk
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quote:
Originally posted by BlackBlade:
quote:
Originally posted by Raymond Arnold:
I'm predicting a youtube trend of splicing together Old Spice Guy footage to make him say various things.

Also some sort of imitation spoof involving a different ethnicity, and possibly though less likely, gender.
And through such tiny bites and cuts is a meme beaten to death.
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Lisa
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Response. Excellent.
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Shmuel
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New York Times: Get Clean. Smell Good. Itís Not Unmanly. (Does get at least one detail wrong: there were more than 180 videos, not 65.)
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rivka
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One wonders if that's due to press-time constraints.

At least, this one does. [Wink]

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Shmuel
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quote:
Originally posted by rivka:
One wonders if that's due to press-time constraints.

Considering that, by my count, 118 of them were uploaded the first day, and that the article refers to the actor's appearance on Good Morning America this morning, this one thinks not. [Smile]

(Edited to note that the above count includes videos dated the 12th and 13th; the former kickstarted the campaign by responding to questions or comments not specifically addressed to Old Spice Guy. I think they weren't made public till the 13th, but I may be wrong on that point.)

[ July 15, 2010, 03:38 PM: Message edited by: Shmuel ]

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rivka
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quote:
Originally posted by Shmuel:
...I missed this one earlier. I think he just shattered the fifth wall or something.

[ROFL]

And your point about dates is a good one.

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Wingracer
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quote:
Originally posted by Shmuel:
New York Times: Get Clean. Smell Good. Itís Not Unmanly. (Does get at least one detail wrong: there were more than 180 videos, not 65.)

They added a correction to the end of the article:

"Correction: July 15, 2010

An earlier version of this article incorrectly gave the number of videos uploaded to YouTube by the brand as about 65, rather than about 185."

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Nighthawk
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Old Spice answers question from George Stephanopoulos

"Presidential Ab Point!!!"

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Samprimary
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http://www.youtube.com/watch?v=tqoc6wTNotI&feature=channel
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Belle
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I just spent way too much time watching those!
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aeolusdallas
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I could spend all day listening to those. They are so much fun
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Shmuel
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Twitter update from Old Spice Guy: @Alyssa_Milano Apologies for dlay. I'm saving village by damming flash flood w/left pec while typing u this msg w/right pec. My ppl 2call.
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Shmuel
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And a remarkably well-done homage by the Brigham Young University library.
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Raymond Arnold
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quote:
I'm saving village by damming flash flood w/left pec while typing u this msg w/right pec.
[ROFL]

quote:
And a remarkably well-done homage by the Brigham Young University library.
That was brilliant.
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rivka
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quote:
Originally posted by Raymond Arnold:
quote:
And a remarkably well-done homage by the Brigham Young University library.
That was brilliant.
Indeed!
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Shigosei
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I didn't watch the super bowl, so I missed out on the commercial when it originally aired. Hilarious! And so much fun trying to figure out how they did various things.
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Juxtapose
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Silver Fish Hand Catch!
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Samprimary
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the fat boring guy who responds to old spice man has, like, moobs that go all the way around to his sides. lol.
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