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.
The Headblade brand "is the leader in head shaving razors and headcare products for head shavers worldwide." It accomplishes this with a patented suspension system and a design that "makes your hand (and fingers) the handle."
Designed in 1997 by a guy who shaved his head, the Headblade is an odd looking little device, a little like a cross between a vacuum cleaner and a overly compacted bottle opener.
In an effort to draw attention to the product, Headblade designed and began promoting the "shaving helmet" that would automtically shave a man's head in 20 seconds. A fake product, but the preposterous thing took off.
Created by viral agency Thinkmodo, the shaving helmet was picked up by numerous media outlets and reported a as real thing. Gawker, Wired, HuffPo, Fox, CNET, and The Today Show, among others, reported on the product as a real thing. Many posted the below video created to demonstrate the "shaving helmet."
Once exposed as a hoax, everyone was all "well, duh." To date, the video has over 812,000 views.
Ridiculous. Preposterous. Brash. Ingenious.