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....