Wednesday, July 14, 2010

The Old Spice Man's Busy Tuesday, Making Viral Videos for All

Like many of you, we were transfixed at work by the nonstop output on Tuesday by Wieden + Kennedy, the ad agency behind those Emmy-nominated "The Man Your Man Could Smell Like" ads -- along with the star of those ads, Isaiah Mustafa.

All day, W+K was uploading video of Mustafa, in character, responding to Tweets -- from both celebrities (he went back and forth with Alyssa Milano all day) and media organizations, as well as from Internet mavens and average folk -- and YouTube comments. The videos were being uploaded virtually half an hour after the original Twitter messages were made -- which means the W+K writers were scrambling to write the copy and put it in front of Mustafa, who would then, shirtless, perform it. This went on all day, and led to at least 100 videos.

Check them all out here, on Old Spice's YouTube home page.

Below, the Old Spice response to a L.A. Times staffer's Tweet -- making a reference to Los Angeles landmarks along the way.

Here's an example of a celebrity-targeted response, to Rose McGowan:

And finally, how about when brands contact other brands? Here, the Old Spice guy responds to a Tweet from Starbucks Coffee:

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