Isaiah Mustafa may not be a house hold name just yet but the image of ‘The Man Your Man Could Smell Like’, also known as the Old Spice Guy, is charming millions and changing the face of advertising as we know it.
This past week, the virtual world was stormed by a campaign so original, so overwhelming, that to have not heard of it is to have never shared Obama’s dream, cried with Susan Boyle, or win 14 gold medals at the winter games.
What Wieden + Kennedy, the choice advertising company of Old Spice, did was so simplistic and yet so different that they are being accused of changing social media as a whole; they addressed fans individually.
Mustafa, the ex-football player who now only ever wears a towel at his waist carrying occasional props, starred in approximately 187 videos which were addressed to the fans that tweeted on the original Old Spice video. He crowned Ellen DeGeneres “Grand Princess Queen of all who are pleasant, syndicated and prone to spontaneous dance movements” in Eastern Latvia, where he supposedly was recently crowned King.
He’s vain, conceited, and boasts unrealistic manliness found only in comic books, but he’s grateful- and it’s this show of gratitude that is drawing in millions.