You may have heard of the Old Spice commercial featuring Terry Crews, where he exclaims, “Power! Swagger! Confidence!” However, if you are a true Millennial, you know the iconic “The Man Your Man Could Smell Like” commercial, featuring Isaiah Mustafa in a towel, better.
It was one of the most memorable commercials of the decade, and it revolutionized how brands could use social media as a marketing tool. In this blog post, we will take a deeper dive into the making and impact of this commercial, and share some lesser-known facts about it.
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The History of Old Spice and How it Became an Iconic Brand
Old Spice was founded in 1934 and originally marketed to women as a fragrance for their husbands. However, in the 1970s, Old Spice began to shift its focus to male grooming products such as aftershave, deodorants, and body washes. This move proved successful, as Old Spice became a household name in the male grooming industry.
One factor that contributed to Old Spice’s success was its clever marketing strategies. In the 1980s, Old Spice ran a series of commercials featuring sailing, which became synonymous with the brand. The brand continued to innovate its marketing tactics in the following decades, culminating in the iconic “The Man Your Man Could Smell Like” commercial in 2010.
The commercial, which featured Isaiah Mustafa in a towel, was a huge success and quickly went viral. It was one of the first commercials to incorporate social media into its marketing campaign, with Old Spice responding to fans’ comments and questions on various platforms. The campaign even earned Old Spice a Guinness World Record for the most views for a viral campaign in a 24-hour period.
Old Spice’s success can also be attributed to its constant innovation and evolution of its product line. In recent years, the brand has expanded its offerings to include hair styling products and even a line of beard care products.
The Creative Team Behind the Commercial and What Made It So Memorable
The creative team behind “The Man Your Man Could Smell Like” commercial was made up of various individuals from the advertising agency Wieden+Kennedy, including creative directors Eric Kallman and Craig Allen, art director Jason Bagley, copywriter Eric Baldwin, and producer Ben Grylewicz. The team’s goal was simple: create a commercial that would not only generate buzz but also showcase Old Spice’s wide range of grooming products.
To achieve this goal, the team decided to create a single-shot commercial that would feature Isaiah Mustafa in various settings, all while delivering the same line, “Look at your man, now back to me, now back at your man, now back to me.” The idea was to create a surreal, almost dream-like sequence that would capture viewers’ attention and make them remember the brand.
But what made the commercial truly memorable was not just its creative concept, but also its execution. The commercial was shot in a real bathroom, with only a few props and a green screen behind Mustafa. This allowed the team to add various elements to the background in post-production, such as a horse and a boat. The commercial was also carefully choreographed, with Mustafa memorizing the entire sequence and performing it flawlessly in one take.
The commercial’s success can also be attributed to its digital marketing strategy. The team created a series of response videos featuring Mustafa, where he would answer fans’ questions and comments in humorous and creative ways. These videos were shared across various social media platforms, such as Twitter and YouTube, and helped generate even more buzz for the brand. The team’s efforts paid off, as the commercial earned millions of views in just a few days, and helped Old Spice become one of the most recognizable brands in the world.
How the Creative Process Led to the Now-Famous ‘The Man Your Man Could Smell Like’ Slogan
“The Man Your Man Could Smell Like” commercial was not only a creative masterpiece but also a marketing triumph. The slogan and the commercial itself have become iconic and synonymous with the brand Old Spice. But what led the creative team behind the commercial to come up with such a powerful slogan?
To understand the creative process behind the “The Man Your Man Could Smell Like” slogan, we need to look back at Old Spice’s advertising history. Old Spice’s advertising had always centered around traditional masculine values, targeting middle-aged men, and using nautical themes. However, as the market started to shift towards younger men, Old Spice needed to adapt to stay relevant.
This is where the creative team at Wieden+Kennedy came in. They were tasked with coming up with a new advertising campaign that would appeal to a younger audience while still remaining true to the Old Spice brand. After studying the market and identifying what the younger generation wanted, the team came up with the concept of “The Man Your Man Could Smell Like.”
The slogan was powerful, simple, and catchy, making it easy for viewers to remember and associate with the brand. The creative team used the slogan to create a commercial that was both humorous and visually stunning, capturing the attention of viewers and making them remember the Old Spice brand.
The slogan also had a deeper meaning, encapsulating the idea that Old Spice products could transform an ordinary man into someone who was desirable and attractive. This message resonated with viewers, especially with younger men who are more conscious of their appearance and grooming.
To ensure that the commercial’s message and slogan were effective, the creative team tested it with a focus group. The group’s response was overwhelmingly positive, with many participants stating that they would consider buying Old Spice products based on the commercial’s message and slogan.
After the commercial’s release, the creative team continued to use the slogan in various marketing campaigns, including response videos featuring Isaiah Mustafa. The slogan became a rallying cry for Old Spice, cementing the brand as a leader in the male grooming industry.
Comedy, Timing, and Setting – What Made This Commercial Stand Out
One of the key factors that made the “The Man Your Man Could Smell Like” commercial stand out was its ingenious use of comedy. The creative team imbued the commercial with a level of humor that was both witty and entertaining. For example, in one scene, Isaiah Mustafa, the actor who starred in the commercial, says, “Look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me.” This line, along with Mustafa’s deadpan delivery, was both unexpected and hilarious.
Another factor that contributed to the commercial’s success was its impeccable timing. The creative team released the commercial during Super Bowl XLIV, which is one of the most-watched television events in the United States. By releasing the commercial during this time, the team reached a massive audience of millions of viewers. Furthermore, the commercial’s release during the Super Bowl ensured that it received significant media coverage, further boosting its reach and popularity.
The commercial’s setting was also critical in making it stand out. The entire commercial was shot in one take, with Mustafa standing in a bathroom, a shower, and a beach, all in quick succession. The fast-paced nature of the scenes, as well as the clever use of the green screen, created a visually stunning commercial that captured the attention of viewers. Moreover, the set design was carefully crafted to create a luxurious and aspirational atmosphere, which further emphasized the message that Old Spice products could elevate an ordinary man’s life.
The Marketing Strategy That Helped Old Spice Reach a New Audience
The marketing strategy that helped Old Spice reach a new audience was multifaceted and highly successful. First, the creative team used humor to make an impactful impression on viewers; the slogan “The Man Your Man Could Smell Like” resonated with viewers in an unexpected yet humorous way.
Second, the timing of the commercial’s release during Super Bowl XLIV enabled it to reach millions of viewers in one go. Third, by using a clever set design and one-take shoot, the commercial was visually stunning and captivated its audience from start to finish.
Finally, Old Spice continued leveraging its slogan in various campaigns after its initial launch – such as response videos featuring actor Isaiah Mustafa – making it synonymous with its brand identity. This combination of wit, visual appeal, and clever marketing allowed Old Spice to successfully break into a younger demographic and establish itself as leaders in the male grooming products industry
How the Commercial Conquered Pop Culture and Became an Unforgettable Brand Moment
The success of the “The Man Your Man Could Smell Like” commercial went beyond just being a viral sensation – it became a pop culture phenomenon that people still talk about today. The commercial’s ingenious use of comedy catapulted it to meme status, with various parodies and spoofs created by fans online.
In addition, the commercial’s star, Isaiah Mustafa, became an overnight celebrity. Old Spice used this newfound popularity to continue promoting its products, creating a series of response videos featuring Mustafa addressing various people and situations while still maintaining the iconic slogan. These videos not only kept the Old Spice brand relevant but extended the commercial’s reach even further.
But “The Man Your Man Could Smell Like” wasn’t just a hit with the public – it also garnered critical acclaim within the advertising industry. The commercial won numerous awards, including the Cannes Lions Grand Prix for Film, an Emmy for Outstanding Commercial, and a spot on TIME’s list of 30 Best Commercials of All Time.
The commercial’s success also translated into tangible sales boosts for Old Spice. In the months following the commercial’s release, Old Spice experienced a 27% increase in sales – a significant jump in an already crowded market. The success of the commercial even paved the way for Old Spice to expand its product line, introducing new scents and products aimed at a younger demographic.
10 Lesser Knows Facts About the Commerical
- Isaiah Mustafa was not the first choice: Old Spice initially offered the role to a football player, but he declined, and the team ended up casting Mustafa. He went on to become the face of the brand for the next few years and one of the most recognizable brand ambassadors of all time.
- It was shot in a single take: The whole commercial was shot in one take, and there were no cuts, which was unusual for a 30-second commercial. The team rehearsed the choreography countless times to get it right, and it paid off as the final product was impeccable.
- The commercial was produced in just two days: The production team only had two days to shoot and edit the commercial, which is quite impressive. The team worked around the clock to ensure everything was perfect before it went live.
- The campaign was launched with a TV ad during the Super Bowl: Old Spice made a bold move and launched the campaign with a TV ad during the 2010 Super Bowl. It was a massive success, and by the end of February, the commercial had earned over 20 million views on YouTube alone.
- It was followed by an interactive social media campaign: In response to the positive reception of the commercial, Old Spice launched an interactive social media campaign, where Mustafa responded to tweets and comments in character. The campaign generated a lot of buzz and boosted the brand’s social media engagement.
- The commercial had a massive impact on sales: The commercial generated a significant increase in sales for Old Spice, including a 107% increase in body wash sales over the previous year. The campaign is often cited as a case study in successful advertising.
- The script was co-written by a woman: The commercial’s script was co-written by ad copywriter Craig Allen and Hollywood screenwriter Eric Kripke. However, the idea for the commercial was first pitched by a female copywriter named Sarah Greenwood.
- The commercial was parodied numerous times: The commercial was so popular that it was parodied by other brands, TV shows, and even celebrities. The parodies ranged from funny to bizarre, but they all showed how the commercial had penetrated pop culture.
- It won numerous awards: The commercial was regarded as one of the best ads of the decade, and it won several prestigious awards, including a Primetime Emmy Award for Outstanding Commercial and a Cannes Lions International Festival of Creativity Grand Prix.
- It inspired a new style of advertising: The commercial’s success inspired a new style of advertising, where brands sought to create humorous and memorable content that would resonate with audiences on social media. Today, Old Spice’s “The Man Your Man Could Smell Like” commercial is regarded as a classic and a game-changer in the advertising industry.
Old Spice’s “The Man Your Man Could Smell Like” commercial was a groundbreaking moment in advertising, which used humor and social media to capture the attention of audiences worldwide.
It was a perfect storm of creative talent, timing, and luck, and it sparked a new trend in advertising that still resonates today. The commercial has left a lasting legacy, and it will continue to be remembered and celebrated for years to come.
