I don’t know about you, but when I was a kid Old Spice was a joke. I remember one year at camp some unlucky guy was found to be in possession of a bottle. The aftershave was quickly confiscated and turned into a makeshift of fountain of Old Spice that left the guys side of the cabin reeking for days. Needless to say, the Old Spice turnaround is nothing short of an advertising miracle.
The success of the campaign is due in large part to a great marriage between smart copy and the personality of the Old Spice guy himself, Isaiah Mustafa. But here’s a nagging question, does he have legs? No, I’m not trying to sneak a peek under that bath towel. I mean does the campaign have legs?
Obviously the Old Spice guy works on TV and the web. It’s also not hard to imagine the campaign working in radio. But what about print? How do you carry something so personality based and dialogue driven onto flat, printed media without losing anything? Release the art directors!