I chose this spot for it's huge viral success. We tell our clients that one of the five keys to a solid advertising plan is compelling production. To us, compelling production is production that activates. It's doesn't have to win an Addy or any other award- if it gets people to call our clients' businesses or log on to their website, it works.
The difference between our clients and Old Spice is that we work in direct response world. All of our clients keep very detailed metrics aka "hash marks on the wall". Old Spice isn't necessarily trying to get you to visit their website right this second, but they do hope that you remember them the next time you are in the deodorant aisle at your local drugstore. As quirky as these spots are, you can't help but agree that they are memorable if anything.
Quirky has also helped Old Spice get over 31 million views on YouTube. Not too shabby. I've seen chatter over these spots in various social outlets, including blogs and Twitter. Need further proof of the viral success of this campaign?
Yes, someone actually put the Old Spice guy on a cake.
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