Ad agency Wieden + Kennedy’s “The Man Your Man Could Smell Like” TV spot for Old Spice has won the Emmy for Outstanding Commercial. Well deserved!
The spot starred former NFL wide receiver Isaiah Mustafa as the Old Spice Guy, a character now well-known in pop culture thanks to the TV ads and a highly successful social media campaign.
The Old Spice Guy solicited questions from fans on Twitter, Yahoo Answers and other websites, then answered them in short, humorous YouTube videos. Total upload views for the Old Spice YouTube videos (including both the TV and the social media campaigns) currently stand at almost 135 million. “The Man Your Man Could Smell Like” has more than 18 million.
Mustafa joked in one of the final videos that he was a struggling actor, but the ads seem to have stripped away the “struggling” bit. He’s been signed to two movie roles, and will also appear in the NBC TV series Chuck.
What I did find also interesting was not only was the campaign a huge success in terms of creating awareness of Old Spice, but it ultimately did translate to sales. The months June and July of 2010 saw a sales increase of 107% in Old Spice Body Wash! Kick it.