Digital
Response — Medals and Chainsaw
Old Spice · 2010
- Agency
- Wieden+Kennedy
- Campaign
- Old Spice Response
Analysis
Old Spice made personalized video replies to comments from social media. This still shows Isaiah Mustafa in the bathroom set with medals and a chainsaw.
Direct repliesCharacter continuityAbsurd humor
Why it worked
The familiar spokesman connected each reply to the wider brand campaign. Strange props gave a simple bathroom shot a fresh joke. Individual replies gave people a reason to watch for their own names and share the videos. The format made conversation part of the advertising.
Lesson
Give a recognizable brand character a specific reason to answer the audience.
Image source
© Old Spice. Shown for study and commentary.
Not affiliated with or endorsed by Old Spice.