Old Spice Man Is Horsing Around On Social Media

from the i'm-on-a-horse dept

When we last saw the Old Spice man, he was on a horse, and demonstrated how a brilliantly clever ad could attract its own viewers, instead of trying to divert attention with an annoying or distracting ad. In the five months since the ad first aired, the ad has collected nearly 13 million views on YouTube and was also awarded the Grand Prix for film at this year's Cannes Lions International Advertising Festival.

The Old Spice man is back, and once again, showing that he truly gets how to engage with his audience. Starting Monday, he began posting video responses to various Twitter, Facebook, and other social media commentary, oftentimes resulting in hilarity. Most of the over one hundred responses have been posted within a few hours of a tweet or comment, which is a blistering pace for an ad campaign with a traditional CPG company. My favorites are his response to Alyssa Milano and the one where Twitter user jsbeals asks Old Spice man to propose to his girlfriend for him:



Ad agency Wieden + Kennedy hit it out of the park again with this ad -- they were able to craft an infectiously viral ad campaign, while at the same time incorporating the brand as a key part of the message. After all, he's not "I'm on a horse" man, he's the Old Spice man. That said, while such a campaign may definitely drive awareness, awareness may not necessarily result in sales: according to SymphonyIRI, sales of Old Spice Red Zone (the product featured in the ad) actually dropped 7 percent.

Then again, surely jsbeals will be buying a few cases of Red Zone in appreciation of the help from Old Spice man (his girlfriend accepted the proposal).

Filed Under: advertising is content, commercials, content is advertising, i'm on a horse, old spice


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  1. identicon
    Anonymous Coward, 14 Jul 2010 @ 7:22am

    Re:

    I think you're thinking about this too narrowly. Although the direct sell of the singular product may have gone down, Old Spice makes a wide variety of products and overall may have seen their figures increase (anyone care to look at that?). Additionally I would have to assume that as being the "old spice" man, wherever this guy shows up to do any sort of viral or social media based service it's just another opportunity for advertisement in an environment where there is very little cost.

    If the clip's gotten 13million views, I'd say that's pretty damn effective marketing for something that cost nothing. The content was already purchased from the ad company, and instead of having to pay for more advertising fees on the airwaves it's now using free social media services to do the same thing - reach an audience.

    Point being, there's not enough information to really get a sense of how successful this campaign has been at increasing sales for Old Spice. What is clear however, is that the ad itself is generating viewers and doing so at a pretty good pace across many different platforms. The real question is can they take advantage of it while it still has momentum and turn it into any sort of net gain whatever it may be?

    Possibly - the 'old spice girl', introducing a line of woman's product?

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