Old Spice: 2010's Standout Campaign Under the Microscope

Geoffrey Precourt

Call it the year's most inventive use of cross media. Call it the most powerful example in years of how a spokesperson can deliver a message. If fact, if you'd like, you can call it the most successful American advertising campaign of 2010 without much fear of contradiction.

But, whatever you do, don't call the Old Spice's 'Smell like a man, man' campaign a "viral" success story, at least not in the company of James G. Moorhead, Procter & Gamble's North America marketing/brand manager for Old Spice.

"This is not a viral story," Moorhead told the first Association of National Advertisers' Creative Conference in New York City. "It's an engagement story."

Digital marketers are often befuddled by metrics. But Old Spice's three-stages of television and interactive marketing had produced a varied – but impressive – set of numbers in 11 months of exposure.