Old Spice – Believe In Your Smellf

[YouTubeUlar] <— 116,752 I Love Awesomeness – The Delorean and The MixTape make an appearance in Old Spice’s latest ‘Champion’ line of deodorant.

Repeat after me… I am the best.
I have big muscles… and cool hair.
I have a sophisticated and diverse group of friends.
I own an environmentally responsible sports sedan.
I’m breaking up with Heather Graham because I need my space.
I am winning… all the sports.
I believe in myself.


Full Credits:

Agency – Wieden + Kennedy (Portland)

Old Spice – Motorcycle

[YouTubular] <— 301 views Old Spice is at it again. Genius. Full Credits Agency: Wieden + Kennedy Portland Client: Old Spice Creative Direction: Jason Bagley Creative Direction: Craig Allen Copywriter: Andy Laugenour Art Director: Max Stinson Producer: Lizzie Marcy ECD: Mark Fitzloff ECD: Susan Hoffman ECD: Icaro Doria ECD: Guillermo Vega Agency Executive Producer: Ben Grylewicz Prod. Co.: MJZ Director: Tom Kuntz Exec. Producer: Jeff Scruton Line Producer: Scott Kaplan DOP: Philippe Le Sourd Director of Editorial: Mackenzie Cutler Editor: Gavin Cutler Post Prod: Sasha Hirschfeld VFX: The Mill Music and Sound: Barking Owl Mix: Lime Studios

2010 Old Spice Case Study

[iDevice Link] <— 6,400 views Cementing Old Spice as the number 1 brand of body wash for men. How did they do it? Just watch. I think we can cleanly say Old Spice has won this game... even though they were a little late to the game.

Successful Man Cleaning and Grooming Internet Campaigns:
2010 – Old Spice
2008 – Axe Detailer
2006 – Philips Body Groom

Top Viral Ads of All Time

Just had an amazing marketing conversation with Jeremy keefer and this list just popped through my inbox — it definitely puts an exclamation point on the conversation we just had.

Top 10 Viral Ads By Unique Views
1. Blendtec – Will It Blend – In-house: 134.2 million views
2. Evian – Live Young – BETC Euro RSCG: 103.9 million views
3. Old Spice – Responses – Wieden & Kennedy: 57.1 million views
4. Pepsi – Gladiator – AMV BBDO: 46.7 million views
5. Microsoft – Xbox Project Natal – World Famous: 42.7 million views
6. Dove – Evolution – Ogilvy & Mather: 41.1 million views
7. T-Mobile – T-Mobile Dance – Saatchi & Saatchi: 35.5 million views
8. Doritos – Crash the Super Bowl 2010 – Goodby Silverstein & Partners: 34.2 million views
9. Old Spice – Odor Blocker – Wieden & Kennedy: 34 million views
10. DC Shoes – Gymkhana Two – In-house: 32.9 million views

[Read Full] <— if you want to learn something about marketing on the internets.

Top 10 July Viral

The top 10 picks for July, with links to view on YouTube:

1. Old Spice – Questions (and Responses), agency: Wieden-Kennedy;
2. Levi’s – Walk Across America, agency: Conscious Minds;
3. Dentyne Pure: Epic Rap Battle, agency: Rhett & Link / Platinum Rye / PainePR;
4. Burn (Coca-Cola) – Ride, agency: Publicis Mojo;
5. Samsung – Redneck Hunter Goes to Jail, agency: Cheil Worldwide;
6. Domino’s Pizza – Domino’s Pulling the Cheese; agency: Crispin Porter & Bogusky;
7. PepsiMax – Diner 2PointZero, agency:TBWA/Chiat/Day;
8. California Skateparks – World’s Largest Skateboard Disaster, agency: N/A;
9. Harold B. Lee Library – New Spice/Study Like a Scholar, agency: N/A;
10. HP – Hit Print, agency: N/A

1, 2, 6, 8

3, 4, 9, 10

5, 7

[Full Article]

Old Spice Guy Links

1. Creativity.

Wieden + Kennedy Portland and Old Spice’s The Man Your Man Could Smell Like, aka Isaiah Mustafa, continue their marathon of manly manliness with more personalized video responses to the brand’s online following. Since yesterday, TMYMCSL has smoldered directly at the unknown and the well-known, including Ashton Kutcher, Mrs. Ashton Kutcher, Gears of War lead designer Cliff Bleszinski, um, yours truly and, in a brilliant meta-manly move, Isaiah Mustafa. He even delivered a marriage proposal, which was eventually accepted.

According to art director Craig Allen, the agency and Mustafa will be continuing the responses through today, so tune into the Old Spice YouTube page to see if Isaiah will single you out and check back here for a Q&A with the team that made it happen.

2. NYDailyNews.com

He also customized videos for a string of celebrity admirers, including Ashton Kutcher, Ellen DeGeneres, Ryan Seacrest, blogger Perez Hilton and Olympian Apollo Ohno.

“Can the Old Spice guy do ads for ALL the world’s products?!” tweeted actress Justine Bateman, echoing the sentiments of enraptured fans everywhere.

3. People.

4. CrunchGear Making Of Video.

Old Spice – Hello Ladies

[iDevice Link]

Thanks to Adcritic for the Full Credits
Agency: Wieden + Kennedy, Portland
Client: Old Spice
Creative Director: Jason Bagley
Creative Director: Eric Baldwin
Copywriter: Eric Kallman
Copywriter: Craig Allen
Art Director: Craig Allen
Art Director: Eric Kallman
Producer: Lindsay Reed
Executive Creative Director: Mark Fitzloff
Executive Creative Director: Susan Hoffman
Agency Executive Producer: Ben Grylewicz
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Jeff Scruton
Line Producer: Pete Vitale
Director of Photgraphy: Neil Shapiro
Editorial Company: Rock Paper Scissors
Editor: Carlos Arias
Assistant Editor: Aaron Morris
Post Producer: Juliet Batter
Post Executive Producer: Carol Lynn Weaver
Post Executive Producer: Cassie Hulen
VFX Company: The Mill
Lead Flame Artist: Ant Walsham
Flame Artist: Tara DeMarco
Flame Assists: Jodi Tyne
Flame Assists: Aaron Neitz
Flame Assists: Shane Zinkhon
Flame Assists: Gavin Camp
Flame Assists: Christal Hazard
VFX Producer: Arielle Davis
VFX Executive Producer: Sue Troyan
Music and Sound Design Company: Stimmung
Sound Designer: Gus Koven
Producer: Jack Catlin
Executive Producer: Ceinwyn Clark
Mix Company: Lime
Engineer: Loren Silber
Producer: Jessica Locke
Film Transfer Company: CO3
Colorist: Stefan Sonnefeld

Jun 30, 2010


Old Spice – I’m on a Horse

Full Credits
Agency: Wieden + Kennedy, Portland
Client: Old Spice
Copywriter: Eric Kallman
Art Director: Craig Allen
Executive Creative Director: Mark Fitzloff
Executive Creative Director: Susan Hoffman
Creative Director: Eric Baldwin
Creative Director: Jason Bagley
Art Director: Eric Kallman
Copywriter: Craig Allen
Agency Executive Producer: Ben Grylewicz
Agency Producer: Erin Goodsell
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Jeff Scruton
Line Producer: Scott Kaplan
Director of Photography: Neil Shapiro
Editorial: Final Cut
Editor: Carlos Arias
Post Executive Producer: Saima Awan
Post Production: The Mill

Date: Feb 09, 2010


Top 10 April Viral

The top 10 picks for April, with links to view on YouTube:

1. Heineken – Men With Talent, agency: TBWA
2. Nike – Earl and Tiger, agency: Wieden & Kennedy
3. Old Spice – Flex, agency: n/a
4. Samsung – Master of Business Card Throwing, agency: The Viral Factory
5. Coca-Cola – Quest, agency: SANTO
6. Nike – The Secret Behind Nike Air, agency: n/a
7. Sony – Around the World in 80 Seconds, agency: Rapp
8. Nike – Music Shoe, agency: Wieden & Kennedy
9. Greenpeace – Give Earth a Hand, agency: n/a
10. Nestle – I Like Big Butterfingers, agency: n/a

Top 10 February Viral

The top 10 picks for February, with links to view on YouTube:

1. Bud Light – Clothing Drive, agency: DDB
2. Sussex Safer Roads Partnership – Embrace Life, agency: Rockutainment
3. Old Spice – The Man You Could Smell Like, agency: Wieden & Kennedy
4. Google – Parisian Love, agency: Google Creative Lab
5. Nolan’s Cheddar – Mousetrap, agency: John Nolan (parody ad)
6. Puma – Hardchorus, agency: Droga5
7. Snickers – Pick Up Game (Super Bowl), agency: BBDO
8. Doritos – Gym Ninja (Super Bowl), agency: Goodby Silverstein and Partners
9. Cerveza Andes – Teletransporter, agency: Del Campo Nazca Saatchi & Saatchi
10. Burton – Shaun White Double McTwist, agency: N/A

Genius: 2, 3, 7, 9
Not Genius: 8

Hydle Favorite:

I posted this back on February 9th as it provided emotional fuel for a very emotional Craig Hospital project I was working on.