Posted by Abe Sauer on February 16, 2011 09:00 PM
Was it really just six months ago that Arianna Huffington was calling the Old Spice Guy a "game changer?" (No, it was five months.)
After abandoning the Ray Lewis versions, the original Old Spice Guy is back! *crickets* We remain unconvinced of Old Spice Guy's long-term branding prospects. Still, there's no denying that the popularity of the Old Spice campaign spawned many copycats.
One example of how the Old Spice act was aped is this United Moving commercial. But one brand fully understood the power of the (viral) sentiment behind the Old Spice Guy campaign and harnessed it without directly mimicking any of the exact campaign. And that's how it found success.Continue reading...