Old Spice: 2010's Standout Campaign Under the Microscope

At the ANA Creativity conference, a presentation examining the Old Spice campaign for 2010 was given by James G.

Old Spice: 2010's Standout Campaign Under the Microscope

Geoffrey Precourt Warc

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....

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