Old Spice adds New Spice

ABC News and the media stole my thunder. I was planning on posting on the recent Old Spice commercials and how they add new spice TV commercial ads as well as their artistic creativity.  But a funny and coincidental, thing happened along the way, Isaiah Mustafa, the actor who portrays the “Old Spice Guy,” was interviewed on Good Morning America last Thursday and then reported on again on ABC Nightly news on Friday, which stated that he was “hanging up the towel,” so to speak — and ending his gig with Old Spice. My guess is that he’s moving on to bigger and better things.  After over 13 million hits on YouTube and counting, since the debut of his commercial during the Super Bowl, he’s had a spike in offers. That’s too bad but definitely understandable. just how long can one last as the perfect Old Spice Man, anyway? It’s a riot of a commercial that always seems to jump the shark but that over-the-topness is what gives it it’s charm and unique quality. Mustafa’s appearance is nearly perfect, having once played with the NFL, and his delivery is superb. I can’t quite place his accent, however. It came out when the folks at Good Morning America interviewed him  “in character” (with his shirt off) but his accent lingered on one word and registered a laugh among all there on the set because they thought this was affected and part of his character. However, he didn’t seem to be in character when he spoke this and because he was on Skype, he didn’t “hear” the response as it was, saying, “Excuse me, I didn’t hear you.” A bit awkward but funny at the same time. When asked what advice would he give Obama for increasing his poll numbers with the ladies? He said, basically lose the shirt! Naw, that won’t do it.

He’s been answering other requests as the Old Spice Man from his shower. Click this link to see the spot where he delivers an actual marriage proposal…and she said, “yes.”

Click here for a more in depth interview with John Berman.

I agree with this interview that the style of these Old Spice ads are changing the way commercials get clever and cross-connect with social media sources to help companies gain exposure and increase their business. I think they are setting a new bar, thanks to the creative inspiration of the advertising firm, Wieden + Kennedy. Innovation and integration = social technology. Guess what, they are also the creative genius behind those great Target ads too — the ones that other companies seem to be imitating — at least I’ve noticed.

Alas, we’ll just have to enjoy these for now; no more viral, Old Spice “interTubing” (Internet + YouTube = did I just coin a new word? I think so). Here’s the Old Spice Man bidding us adieu — for now — until he pops up in your local movie theaters or better yet, why even go there, so, via Netflix soon.