At this point, it's unclear how much this really sells Old Spice - but it certain generates a lot of buzz among the digerati.
Wieden & Kennedy have followed up on all those fun TV spots featuring Isaiah Mustafa (not yet, but quite possibly soon a household name) with highly-personalized videos aimed at people who've posted about the spots via social media. The video here - available on the brand's YouTube channel - is in reaction to coverage in the Huffington Post.
In my new book, THE ON-DEMAND BRAND (available everywhere books are sold), I look how brands like MasterCard, Spike and NBC have created videos that users themselves can personalize and send to friends.
While I really like this latest Old Spice effort, I'm hoping they'll follow up with a site that enables fans of this campaign to send customized video messages featuring the actor to make this campaign truly social.
At least, it's the campaign element your man would create, if your man were like Mustafa.
Read more about the initiative here.
