Old Spice Guy has competition

The internets are abuzz with praise, wonder, and hearty LOLs over a savvy online marketing campaign for Old Spice by ad firm Wieden+Kennedy.

Old Spice Guy appears in a number of YouTube videos, and creates response videos to high-profile bloggers, Twitterers, and "internet influencers." Like my friend Susannah Breslin, who'd written about the campaign previously. And Alyssa Milano, Demi More, Ellen DeGeneres, Apollo Ohno, Ashton Kutcher, and the glamorous babes at Gizmodo (hello, girls!)

Everyone loves linklove, and so those he shouts out tweet and blog about having been shouted out, and a potent meme spreads. [ Read more here about how the ads are created. ] I agree with popular consensus: it's one of the most cleverly executed online ad campaigns ever. I have laughed at each one of the videos I've seen. And I now have a crush on Old Spice Guy, actor Isaiah Mustafa. And a nascent foam fetish.

But Old Spice Guy now has competition. His name is @OhDoctah. My heart be still. This is quite possibly the best YouTube video of all time. Watch the video here.

When I watch the video, I see this inside my mind.

(Thanks, Quinn, and @Beschizza. Disclaimer: I was paid to speak at an "A plus K" event earlier this year, but they didn't tell me anything about this campaign, or ask me to blog this, or recompense me in any way for doing so. However, I do admit I wrote this post with secret hope Old Spice Guy would video at me. Or @ohdoctah. A girl can dream.)


  1. The sad thing is that I was going to something similar to that video this weekend when I had the time.

    Now it just feels derivative. :(

    1. Heh, I also had the thought to do something similar – although my idea was to use a pasty white slightly chubby guy (me) to do a completely terrible spoof of the ad, but replacing the product with Axe.

      Because Axe’s advertising sucks, and it’s really kind of demeaning.

      But this is an even better sendup of an ad (and the demeaningness is a more specific and focused critique) …

      (spoofs this one: http://www.youtube.com/watch?v=s_zwft9VMP0 )

    2. That’s comcast isn’t it? (the commercials where people say they have already invented things that already exist but haven’t released them yet)


  2. He’s right. I do prefer a duvet and high thread count. Plus, I do like free installation.

  3. Look – that was good and everything, but most ladies I know like to have the largest breasts in their relationship.

  4. Besides being smart and funny, the ad team’s biggest achievement might be recognizing that the target audience for men’s hygiene products includes women. Sort of like Viagra sales being, ahem, limp when Bob Dole was a spokesman, but going through the roof when they started placing ads in women’s magazines. Which is all something the Axe ads don’t get. Whenever I use my shower gel (which is actually Old Spice) my girlfriend quips that I “smell like gold chains.”

  5. Since technology accelerates over time, The Old Spice campaign proves that we’ll eventually get to the point where instead of being fed up with a meme in a mere couple of days, we’ll be sick of it before it even happens.

  6. I honestly can’t remember laughing so hard as I did with this video. Total genius. I wonder if it was also marketed by Old Spice…?

    Anyhoo – EMJ (#17): I can’t tell if your post is intended to be read with my tongue firmly in my cheek, but I’ll just assume it is. The though that you might actually be serious is the total antithesis of this video.

  7. Thank you, Xeni and OhDoctah. That was awesome. I thought it was hilarious.

    (For the record: I love the original commercial, and I normally hate advertisements. I also own and use Old Spice Aftershave.)

  8. I thought it was pretty funny and the guys weight didn’t bother me. Personally, I like my guys nerdy and a little chubby. Huge muscles freak me out and aren’t very snuggly and super skinny guys are all bone and hard angles.

    P.S. I’m sorry Old Spice. Your commercials are great but I don’t want to make out with guys that smell like my grandpa. Ditto for Axe.

  9. So this is how the US economy works.

    An unemployed guy, who has no PhD and is no doctor but invokes being smart, jumps on the most popular meme to become popular himself?

    I call this sort of people attention hackers, who – in our attention economy – try to ‘make it’ by doing the most obvious (I was just waiting for ‘somebody” to do this exact video-response).

    He already annoyed me so much, to the point, that I stopped watching/listening to Leo Laporte’s TWIT, whenever he fills Leo’s couch,

    Was it funny? I don’t think so, because there is nothing likeable about him, IMHO.

    (Twitter: @buckybit )

  10. A savvy online marketing campaign. My grandad in the UK always used Old Spice scent and splashed it all over.

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