-
Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
Old Spice: Best use of social media yet?
Today has been a good day. You know those very rare moments where you see an advertising idea and you can recognise not only how good it is, but how it’s going to inspire other great work? What Old Spice did next is one of those moments.
It combines great advertising, great writing, a huge PR idea and excellent use of social media as a two-way channel.
The story so far, for those who missed it, is that Wieden + Kennedy created this ad for Old Spice. It features actor and former NFL athlete Isaiah Mustafa:
The Old Spice ad deservedly won the Film grand prix at the Cannes Lions.
And over the last few hours it’s been driving the social media world mad with the latest development.
If you tweet him a question @OldSpice, he’ll make a video to respond. Fast.
Hell, even Biz Stone, the founder of Twitter has been getting in on the act:
This is the bit that stuns me. In the last 24 hours, I count 116 new Old Spice videos. Every one in response to a Tweet.
Let’s say that again – 116 videos. Wieden + Kennedy must have an army of copywriters working on this.
He’s already done the first marriage proposal:
And where the smart PR comes in is that many of them are in response to media outlets. Which in turn guarantees massive mainstream PR when they share the content with their own audiences. Which guarantees that even more media outlets will give it a go too.
There’s one for The Ellen Show:
And GQ:
And Perez Hilton:
And Guy Kawasaki:
And Huffington Post:
And this particularly good one for Gizmodo:
Of course, in each case, these outlets will treat this as wonderful tailored content and happily share it.
I’ve a feeling that this will turn out to be the case study from how to turn advertising into content and how to use social media to activate mainstream coverage.
Holy moly. When advertising is good, it’s really good, isn’t it?
Tim Burrowes
July 14th, 2010 at 11:13 am
-
-
Follow Us
-
Email Newsletter
Latest Jobs- Digital Performance Manager (PPC) – iProspect Sydney – immediate start - Walsh Bay, Sydney
- Client Services Director - Melbourne
- Client Service Director - Melbourne
- PR Senior Account Manager - Travel/Tourism - Sydney
- Qualitative Apprentice – Rare trainee level role - Melbourne
- Qualitative Apprentice – Rare trainee level role - Sydney
- Content Editor - Sydney CBD
- Digital Account Manager - Sydney
- Account Manager - Design - Melbourne - South
- Series Producer - Pyrmont
Comments
14 Jul 10
11:19 am
Such an amazing campaign and the follow up idea is genius.
I’m heading out to buy some Old Spice only so they keep this stuff coming!
14 Jul 10
11:21 am
BRILLIANT
14 Jul 10
11:22 am
AMZG!
14 Jul 10
11:24 am
So, so good. I happened to catch Isaiah Mustafa being interviewed live on morning TV the other day and he seems genuinely bemused and appears to be having a lot of fun with this. Man hugs all round.
14 Jul 10
11:35 am
Wow. Talk about getting the message across WITH frequency. Watched them all – want to watch more………..
14 Jul 10
11:38 am
Utter Genius.
This is easily the best use of the whole Social Medium yet – they’ve got him replying to YouTube comments, Tweets, and the scripting is brilliant..
Very low number of followers for the Twitter account, will be interesting to graph that rise.. AND, more importantly, this – IMHO will help sales.. which is important, isn’t it?
14 Jul 10
11:40 am
Completely addictive and such an incredible campaign. I’m lost for any other words.
14 Jul 10
11:45 am
Pretty damn badass. Apart from the talent and production, and what I imagine will be a short-lived team working furiously to pump out all the content, a really amazing way to avoid media costs and associated junk.
Ticking all the boxes as well, smashing it on Reddit, on Twitter, on YT etc etc etc.
14 Jul 10
11:52 am
I hope they’re filming the behind the scenes on this. Tweet goes up >> copywriters react >> throw over to director/crew etc. Roll tape. Would be fun to see the chaos and buzz.
14 Jul 10
12:07 pm
This is brilliant!
14 Jul 10
12:26 pm
Great stuff. Pity the product is still so bloody awful.
14 Jul 10
12:35 pm
Pure gold, can it turn around a decaying “Howard Cunningham” brand ?
Probably, it’s that good.
The personalised key influencer tailoring is the cream.
Golf claps all round.
Unfortunately we’ll all be sick of hearing it used in every presentation on SM in the same way Apple is in every brand / innovation presentation [well pre- IPhone 4 recall anyway].
The actor must be on 24hr call out !
14 Jul 10
12:47 pm
Wow. Absolutely awesome. I’m gonna buy me some Old Spice just for the hell of it now – to mark the moment.
14 Jul 10
12:49 pm
Genius!
14 Jul 10
12:55 pm
This is without doubt the case study to beat. By what I suspect will be a long way.
I will be extremely keen to see numbers after this. ie; brand awareness prior to now. Let’s face it, Old Spice was virtually a forgotten brand until THAT ad and now this new piece of genius means that everyone gets in on it.
Yup, may as well give them the awards right now. They’ll get them all sooner or later.
14 Jul 10
12:57 pm
Amazing!
Never seen anything like it. Brilliant use of Social Media!
Respectfully,
Paul Castain
14 Jul 10
1:01 pm
This is just brilliant – exciting to watch it happen in real time.
14 Jul 10
1:04 pm
This is a great example of how to use social media. I’ve always loved this ad. I’m so glad they reprised the same actor and theme and made another successful campaign.
14 Jul 10
1:15 pm
Watching this explode on Twitter last night/this this morning was phenomenal. They even have him replying to random questions on Yahoo. Absolutely brilliant!
@Andrew 11.45am: You don’t like the talent? Que? From what I was reading last night he can rival Chuck Norris in the meme stakes. Thats no easy feat.
Cant wait to go out and buy me some Old Spice.
14 Jul 10
1:24 pm
So the surfboard is dead then?
14 Jul 10
1:26 pm
So Tim, what is your suggestion? Look forward to seeing the video…..
14 Jul 10
1:45 pm
Pure genius.
Old Spice have overcome the “scent of the uncle who molested you” reputation with spectacular style. (See the Bill Maher quip from a few years back when the brand was bottoming out…)
Deserves all the accolades and awards it’s getting. (The Ellen reply is hilarious.)
14 Jul 10
2:20 pm
Brilliant mainstream to social to mainstream to social etc.
Looking forward to a Mumbrella one.
14 Jul 10
2:30 pm
Love this as a piece of marketing. However, if the product strategy has not changed then a sustainable increase in sales will not be achieved. People may try the product, but if it’s still the same old shit, they’ll only buy it once.
Does anyone know if the product has changed?
14 Jul 10
2:38 pm
how was this exercise initially promoted into social media and how did the media outlets get involved??
14 Jul 10
2:48 pm
Have to love this. It shouldn’t be overlooked that Old Spice paid Twitter to be a trending topic. Good on them for doing so, finally a unique media buy in social media backed up by superb creative execution.
14 Jul 10
2:49 pm
Hi JB,
My impression is that many of them had previously tweeted about the original Old Spice ad and that was used as a reason to create something aimed at them. From there it grew organically.
Cheers,
Tim – Mumbrella
14 Jul 10
3:02 pm
very good indeed, reminds me of the burger king subservient chicken campaign but updated to include the new social media channels
14 Jul 10
3:05 pm
Good on them!!!
14 Jul 10
3:09 pm
Oh man, why of all mornings have I been too busy to keep a close on on twitter happenings!?! I love this campaign – the latest TVC is poetry in motion
14 Jul 10
3:09 pm
Fantastic idea.
Watched way too many videos already…
14 Jul 10
3:10 pm
You know it’s great when people actually like it, no, love it. Somewhat uncommon. The copywriters must be having a ball writing those quick response videos too.
14 Jul 10
3:11 pm
Best work I have seen.
14 Jul 10
3:12 pm
Superb!
14 Jul 10
3:13 pm
Amazing. Simply amazing. An awesome idea pursued the way it should be.
14 Jul 10
3:13 pm
The best use of social media!!! I totally agree. This has blown me away
14 Jul 10
3:13 pm
I love the campaign – and yes, it’s pure genius. I love how it’s responsive to the online community. And responsive not just replying via Twitter, but keeping in with the whole campaign tone and essense (fun, light and entertaining). It’s creative. It’s great. It creates buzz.
I think it’s a great campaign to change perceptions/reinvigorate the good ol’ Old Spice brand – even if it might be the same old stuff.
I’ve got campaign envy.
14 Jul 10
3:13 pm
Absolutely BRILLIANT!!
…aahh is Old Spice now cool?
14 Jul 10
3:15 pm
So fun and clever! I can imagine we will see a lot of copy cats over the next 12 months. If you find a behind-the-scenes story – please post it Tim.
14 Jul 10
3:20 pm
Simple, spicey genius!
The writing is so on point, and the medium is used to its potential. The perfect formula for success!
14 Jul 10
3:23 pm
Apparently Angela A Hut-hyphen-Chamberlain said yes: http://twitter.com/jsbeals
14 Jul 10
3:27 pm
Amazing – funny, clever, engaging.
14 Jul 10
3:27 pm
first political party to use this for the election will get my vote.
14 Jul 10
3:28 pm
The bar has been well and truly set. Sure we’ll get sick of hearing this campaign and response dissected over and over but if it means agencies & clients take note and rise to the challenge then bring it on!
14 Jul 10
3:31 pm
Fantastic.. both for Old Spice and social media. Makes all our jobs selling the power of social media to clients so much easier.
14 Jul 10
3:35 pm
So who’s going to buy Old Spice products as a result? Thought so… losers
14 Jul 10
3:38 pm
I wrote a blog about this being the best advertising campaign ever a while back; seems I am still right!
http://www.twocentsgroup.com.a.....dvert-ever
14 Jul 10
3:47 pm
A great use of “new” social media to bring life into an old product and gain heap and heaps of free publicity along the way.
14 Jul 10
3:48 pm
Genius and so fresh. Fast becoming a cult product!
14 Jul 10
3:52 pm
Love it!! They even mention one of our clients in one of the videos!
14 Jul 10
3:53 pm
@Scott Pettet
Totally agree. The concept is brilliant but unless they have changed the actual product it will be a short lived up turn.
People will buy it once then realise it actually repels women.
14 Jul 10
4:04 pm
Analogous viral
14 Jul 10
4:11 pm
Priceless. In an even better and more viral than Mastercard kind of way.
14 Jul 10
4:12 pm
While I absolutely love this campaign and the thoughtfulness of the videos, isn’t this still a case of a clever advertising putting a ton of shine and polish on an existing product? How many of you actually want to smell of Old Spice?
If the next phase included social product development, I’d certainly like to be involved.
14 Jul 10
4:15 pm
this is f*cking great, he must spend all day wearing nothing but a towel talking to a camera. I might have to tweet something to see if he responds
14 Jul 10
4:26 pm
Stunning work. You’re right, Mumbo. It absolutely nails the perfect use social media. It outshines so much of the crappy, faddish digital stuff that is polluting our industry right now.
Sensational.
14 Jul 10
4:31 pm
Didn’t we JUST have a similar campaign called TAKE TIME BACK from KitKat? Where you had to ask the “desk jockey” to do something, and he did it….
Not that different – just clever – and because of the humour with the ad in the first place, and it’s viral nature – it’s been picked up by networks all over the world. Betcha Kit Kat are thinking that they should have done a funny superbowl ad….
14 Jul 10
4:50 pm
Look at your social media campaign, now Old Spices, now yours Now back to Old Spices…
—> I agree Tim, I very much hope this inspires brands and agencies alike on how they engage with people through social media.
14 Jul 10
5:03 pm
Absolutely brilliant.
14 Jul 10
5:05 pm
This makes me love the industry i work in! Pure Gold…
14 Jul 10
5:13 pm
How much money has Old Spice saved on airtime, I must have seen there adds online about 20 times. What a fantastic project.
14 Jul 10
5:16 pm
I bet Old Spice is selling by the truck load as we speak
Great work to everyone involved!!
14 Jul 10
5:29 pm
It’s going nuts around the whole world – http://trendsmap.com/topic/%40oldspice
14 Jul 10
5:46 pm
Thanks for that link, Robert – I’ve put a screengrab of the tending image into the post.
Cheers,
Tim – Mumbrella
14 Jul 10
7:45 pm
How many copywriters?
One or two, left alone to do what they do better than anyone else, and a clear path from script to video without middle management suits and mediocre clients fucking it up.
Funny how the fastest work is always the best because the opinions of every man and their dog don’t get a look in.
For the answer to where this kind of work comes from, see Spike Jonze’s recent comments on creative leadership. One captain of the creative ship and the ability to say No.
Great work W+K
14 Jul 10
8:47 pm
Ahhh Wiedens…. I <3 you
14 Jul 10
8:57 pm
I don’t rate it.
now go read my blog!
14 Jul 10
9:02 pm
When was the last time you saw celebrities and other brands trip over themselves to try to be part of an advertising campaign? Usually it’s desperate tweets from the campaign account to a celeb begging for a RT or mention.
#loveyourwork
14 Jul 10
11:25 pm
Brilliance – top notch work Wieden + Kennedy. Is it me or does Isaiah Mustafa have an air of Ron Burgundy about him which is uncontrollably addictive?
15 Jul 10
12:17 am
Best campaign for yonks! I’m with Anonymous (7:45pm), the copy makes it for me.
15 Jul 10
1:14 am
A great campaign! I’m a fan of the Guy Kawasaki reply. Just goes to show that funny/silly/sarcasm –> discussion –> brand awareness. We’re all talking about Old Spice now whereas last week we didn’t care.
15 Jul 10
3:21 am
If you love what Old Spice have done, you’re gonna love what I’m doing as Barbarella X for UK shave brand, King of Shaves!
15 Jul 10
5:23 am
And the entire people of the Netherlands: http://www.dumpert.nl/mediabas.....ranje.html
15 Jul 10
8:20 am
Does the Old Spice man vote? Does he think civic participation is the mark of a real man?
15 Jul 10
8:41 am
More! More! More!
15 Jul 10
8:53 am
The execution and social component is genius!! Even thought I think some of the SM is fake but definable well done…
15 Jul 10
8:58 am
I’d be willing to bet ‘Old Spice’ are still offloading truckloads of the ‘Old STOCK’! Somewhere, deep in a top security bunker beneath a snow-covered mountain, there are secured shipping containers of Old Spice as far as the eye can see; all of the 1970′s vintage. A Dr Evil type discovered the stash that was secreted away when people’s grandpas and Thurston Howell III wannabes went to the great, fragrant bowls club in the sky. Now, he wishes to unleash the woman-lassooing power of Old Spice on a new generation. Wonder how long it will take before Old Spice have to start manufacturing NEW batches!
15 Jul 10
9:57 am
I kinda think these adds are disturbing.
15 Jul 10
11:59 am
I’ve used Old Spice anti-perspirant/deodorant for the last 32 years or so! I “don’t leave home without it.” I used the cologne in high school, but have now moved on to more sophisticated–and expensive!–scents. Long live Old Spice! And death to Axe!!!
15 Jul 10
12:05 pm
loving it. About time someone decided to pay internet users their dues; WE DON’T WANT YOUR STUPID BILLBOARD STYLE NON-INTERACTIVE ADVERTISING… But this kind of stuff we will EAT up like theres no tomorrow.
15 Jul 10
12:24 pm
Brilliant !
A behind the scenes look at how they did it :
http://www.readwriteweb.com/ar.....ternet.php
15 Jul 10
12:26 pm
Plus (Global Interactive CD at Wieden) Iain Tait’s blog post on it :
http://crackunit.posterous.com.....ness-and-c
15 Jul 10
1:49 pm
This is an awesome social media campaign but where did it start?
TV!
I wonder if this can go someway to eliminating the Online vs TV debate that’s been raging here for years. A great idea grows to awesome if you do both.
15 Jul 10
1:55 pm
@Andrew (#81),
You nailed it.
15 Jul 10
2:28 pm
You party pooper Andrew.
15 Jul 10
2:35 pm
This shits ALL over the D5 tweet-to-LA campaign…
15 Jul 10
2:58 pm
why is everyone referring to this as a digital campaign or a social media campaign or an xyz campaign … it works across many channels and is a great idea led by the idea … not the channel.
Surely this is what we should be celebrating? Idea and insight led strategy not a knee jerk attempt to use a channel because it’s topical.
15 Jul 10
3:16 pm
Maybe the best one yet – a response to a question from Hayley Mustafa (Isaiah’s daughter) which asked “Why do you look so much like my dad @isaiahmustafa?
The response from Old Spice Man is here – http://www.youtube.com/watch?v=JvuYcbgZl-U.
15 Jul 10
4:30 pm
Love it. If Dos Equis doesn’t copy this with “The Most Interesting Man in the World” I’ll eat my hat. Huge Job-Jab potential with this too.
Let the derivatives commence!
15 Jul 10
5:01 pm
Absolutely brilliant!
Thinking foremost as a consumer, I only wish that more brands were smart enough to treat their audience with such intelligence, humour, and dialogue. It’s worth pointing out that while it’s a brand for men, it is also women who are engaging with it – yes, ‘mums’ do have a sense of humour, not to mention a pulse…
I’m enjoying the ‘romance’ unfolding between the OldSpice guy and @alyssa_milano, http://www.youtube.com/watch?v=U5Y7MZV_bD0 – funny and even insightful.
However, creating an open dialogue is a bit like jumping into rapids: OldSpice made the potential mistake(?) of asking Alyssa what she wanted to have happen next, and she replied with her own bathroom video http://post.ly/nEMP telling him to donate $100,000 to the Oil Spill Restoration project…
…so she’s smartly jumped on the OldSpice bandwagon to pimp her own cause.
Now all her fans are waiting for OldSpice guy to respond, and this might be hard for him to get out of without looking bad.
Or, he could make the donation, plus another great video, and look like even more of a superstar.
Any which way, this campaign is a winner. I might not be running out to buy OldSpice for ‘my man’, but no doubt it has raised the brand to top of mind and gained some consideration amongst people who would otherwise have never gone near it.
15 Jul 10
5:27 pm
Aaaaand. . . it’s over : http://youtu.be/nFDqvKtPgZo
Even timed the end well. Going out on top. Nice.
15 Jul 10
5:36 pm
http://www.youtube.com/watch?v.....re=channel
15 Jul 10
7:21 pm
@Andrew: This is an awesome social media campaign but where did it start? TV!
I’ve never seen the original Old Spice ad on TV. I must have watched it 50 times online. Sounds to me more like an online video that occasionally got played on television.
But anyway, this is the greatest ad campaign of all time. Nothing comes close to this. I
15 Jul 10
7:22 pm
Oh yeah, now go and watch the Sensis socks campaign video and try not to stab yourself in the face.
15 Jul 10
9:43 pm
Yeah right SHG. Old Spice campaign made by super cool agency in amereeca for shit aftershave with man in towel making up funny shit = best thing ever ever ever.
Sensis campaign with crap video from crap telco in australeea but helped out the homeless a bit = stab myself in the face.
You stab yourself in the face.
16 Jul 10
1:42 am
Thanks Cedric. These comments needed some irreverance.
Aligning yourselves with all the brands and businesses you like, having them love you and show you off to their friends. In 3D Digital next. Plug me in.
Will businesses really give us good money to do this stuff..?
Ultimately, (perhaps because I’ve been in the industry internationally for 20 years, though I’d hoped we were all the same) – I’d perhaps consider this soap for purchase, but unless it smelt good and was good value, I wouldn’t buy it. No doubt a good percentage will though. Let’s see the sales spike and follow up, and MY GOD we are going to be ever busier bees with our 15 hours of constant partial attention per day that all this is leading to.
Great fun stuff, well executed. Isn’t that always the key..?
Brilliant Stuff
16 Jul 10
9:05 am
Sales of old spice are down 7% since the campaign started. So whilst a nice idea, it isn’t driving sales – therefore unfortunately #fail
16 Jul 10
9:49 am
Presumably they will tie this in with a floor campaign with packaging and signage related to the guy and the ad. This will ensure a big bump in sales over Xmas as a joke gift and then ppl will realise OS smells awful. If they really want to increase sales they should use this once in a lifetime opportunity to relaunch the product as a new fragrance.
16 Jul 10
3:01 pm
Finally got around to watching a bunch of these. It’s absolutely brilliant! I wonder what the percentage of purchases are made by females for their partners?
16 Jul 10
3:25 pm
Interesting comment from Paul on 16 June that sales of Old Spice down seven percent since the ad started. I wonder where he got those stats. He doesn’t say, so I wonder if they are true.
Does anyone know how you would find out whether sales of Old Spice are up or down since the ad campaign started?
16 Jul 10
3:33 pm
Love the Ad. Hate the Product. Not unlike the same feeling I have when watching Nike ads.
16 Jul 10
4:13 pm
Does anyone have access to ScanTrack? Be interesting to see impact to sales.
16 Jul 10
5:32 pm
Interesting idea to totally reposition of the brand.
Forget ‘Dad’s brand’. Until this work launched, Old Spice was ‘Grand Dad’s brand’.
They’ve jumped two generations in a single bound. God bless ‘em.
17 Jul 10
7:18 pm
Apparently the popularity is not converting into sales
http://industry.bnet.com/adver.....-are-down/
“For instance, it was none other than P&G that picked up the Film Grand Prix this year for Old Spice’s “The Man Your Man Could Smell Like” TV spot from Wieden + Kennedy. There is little doubt about the viral hit’s popularity. Launched in February, the official version has racked up nearly 12.2 million YouTube views.
But sales of the featured product—Red Zone After Hours Body Wash—aren’t necessarily tracking with that consumer appeal: In the 52 weeks ended June 13, sales of the brand have dropped 7 percent according to SymphonyIRI. (That amount excludes those rung up at Walmart.) P&G execs were not available to comment.”
17 Jul 10
8:47 pm
It’s a cracking campaign, well developed, wonderfully simple. The engagement with consumers around questions offered up is terrific if it didn’t feel completely swiped off http://www.askaninja.com which has been doing this incredibly well for the past 3 years. Call me a cynic on a Saturday night.
18 Jul 10
10:14 am
Hi All,
Just an FYI: I read this this morning: “Old Spice campaign is not only great, it sells – now #1 in U.S. in both dollar and volume share”
link –> http://www.campaignbrief.com/2.....um=twitter
Campaign Brief can reveal that Wieden & Kennedy Portland’s ‘The Man Your Man Could Smell Like’ campaign for Old Spice, which launched in February, has resulted in increased sales for Procter & Gamble in the U.S.
“Old Spice is now the number one male body wash and deodorant in both dollar and volume share,” according to a spokesperson for Old Spice when contacted via W&K creative directors Eric Baldwin and Jason Bagley on behalf of CB. “While we can’t disclose specific sales data, we can tell you we are very happy with the positive business growth that has been a result of the campaign.”
Cheers.
Andy
18 Jul 10
11:00 am
Thanks Andy … two parallel threads running at once on Mumbrella. Over on the other thread, the Forbes article states YOY growth of 16.7% across the entire range. The other (it appears mischievous) data was based on a single SKU.
And of course, the impact of the latest online SM content won’t be included yet, and we should see further increases in sales (albeit based on US sales when the campaign is now clearly global).
One of the great pities is the unwillingness of lots of clients to transparently (and unbiasedly) report their tracking data.
19 Jul 10
6:12 pm
Looking forward to seeing how much further down the Rabbit hole they’re going to take us with this campaign. Definitely not the last we’ve seen of @OldSpice!
20 Jul 10
1:15 am
Blissfully ignorant. And revolt against any companies invasivness.
The more you get in my face the less a buy…………
21 Jul 10
11:55 pm
Old Spice ads win fans, not sales http://su.pr/2zvoQg
22 Jul 10
10:01 am
You will soon have to update this article with all the @Alyssa_Milano thing
@jack (co-founder of Twitter) just entered the game…
Do you think there is a kind of commercial agreement there ?
22 Jul 10
9:08 pm
I think this is the most brilliant thing I have come across in a long time.
WOW!
23 Jul 10
1:19 pm
very clever. Aren’t we missing the point thought? The bar has been well and truly raised.. and the result will be.. more advertising, and more stuff, people buy more stuff, then there is more advertising, and someone makes money out of selling stuff. stuff. great.
The result of this will be that old spice sell more cosmetic product. How is that awesome, or sexy? Who actually needs it? Do we even like old spice? How many of the worlds resources have gone into making it? what’s the point?
great, intelligent advertising campaign. Its such a shame that its an advertising campaign.
23 Jul 10
2:29 pm
@liberino
I share some of your concerns re. overconsumption, but I’m a total hypocrite overconsumer myself, so I’d never throw that particular stone from inside my lovely glass house.
And this campaign is just unequivocally awesome, it deserves all the plaudits (and increased sales!) its getting.
5 Aug 10
10:33 am
Case Study Video : http://creativity-online.com/w.....tudy/20896
7 Aug 10
5:00 pm
An unbelievable article and campaign.