This is what the genius marketer must have thought:
Put a bare-chested, deep-voiced, over-the-top ladies man in a bath towel promoting deodorant on video and voila; I've got myself the perfect ingredients for the most epic ad campaign ever.
And he was right.
It started with the Old Spice Twitter feed: “Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice man shows up”, when everyone could ask questions to Isaiah Mustafa, or better known as The Old Spice Guy, and he would make 30-second videos to answer anything you ever wanted to know.
Up until recently, The Old Spice Guy was being ‘replaced’ by his long-blond haired evenly muscled alter ego Fabio, or better: The New Old Spice Guy. But when The Old Spice Guy found out, all hell broke loose. And so the ultimate ridiculous popularity battle of all time began, called ‘Old Spice Guy Mano a Mano Fabio in El Baño’, in battle arena Internet.
People from all over the world send in questions like “@OldSpice I challenge you to a laser cat duel. Are you manly enough to duel with laser cats?” resulting in a series of hilarious video replies which have literally nothing to do anymore with deodorant whatsoever (see the reply below).
The fierce battle proceeds as I’m blogging this, so follow the battle live on foot (click here) and make sure to get answers to anything you’ve always wanted to know!
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