“Look at your Twitter feed, now back to me, now back to Twitter, now back to ME…”
I thought that Old Spice had undone a great deal of success they had with their video marketing campaign “the man your man could smell like”. They had apparently tried to copy the runaway success with Fabio, the new Old Spice guy.
Comparing the two video marketing campaigns it is clear that they seemed to be following a formula:
1. Get a guy, in love with themselves to the furthest reaches of narcissism
2. Crank up the cheese factor
3. Upload to You Tube and bask in the millions of viral hits…
But there was something missing!
The original advert cast Isaiah Mustafa, a man with the voice and physique who could credibly BE that arrogant and in love with himself… and get away with it. The advert had a really strong production value with the sets effortless merging together, causing many discussions about how it was done. The advert ended with improbable call to action “I’m on a horse”.
The advert was a viral sensation, parodying the perception of Old Spice with something young and current, appealing to both women (“sadly he isn’t me) and men (the sheer amount of ego and humour contained).
The new advert series has cast Guy Fabio, the man from the front cover of Mills & Boon novels. Here was a stereotypical man who you could believe used the stereotypical Old Spice, middle aged, egocentric and desperate. The adverts lacked the production value of the original, the set ups creaking more than the sets themselves. It was completely unbelievable and ridiculous!
How could Old Spice make such a tremendous, epic failure? In one fell swoop they had apparently undid all their good work. The videos were being watched with views growing faster than the original, it was certainly viral video marketing but the sheer amount of disbelief and dislikes seemed to spell the end for Old Spice.
We believed the error because we had seen it before, the ignorance of the law of diminishing returns, trying to replicate success without understanding what drove that success in the first place. We could only shake our heads in despair… until today when Fabio challenged Mustafa to an online duel and the whole thing clicked into place.
We had been sucker punched in the best possible way, now we realised that Old Spice was mocking itself and also (with a wink) us. We had been drawn into their new viral video marketing campaign without realising it. Only one Old Spice guy may survive but the Old Spice brand will only be stronger.
“I’m on Twitter”