The Old Spice guy’s hot campaign

Jul 15, 2010, 2:04 PM | Updated: Mar 28, 2011, 3:46 pm

Old Spice isn’t your dad’s aftershave anymore. It’s the product with a hot, shirtless spokesman who’s been in Portland all week sparking a huge social media campaign to promote the cologne.

Old Spice guy, Isaiah Mustafa, was smart to chose acting over playing for the Seattle Seahawks. KIRO sports guy Bill Swartz tells me Mustafa was with the Hawks long enough to have a cup of coffee. Mustafa signed as a rookie with the team in 2000 but didn’t make the cut. He eventually played for the Tennessee Oilers practice squad before playing in Barcelona of the NFL Europe. Why would anyone cover up that body with football pads and a helmet?

Northwest advertising giant Wieden and Kennedy is behind a creative viral marketing campaign this week. The Old Spice guy has been making personalized videos for some of the people who send him a reply on Twitter. Below you’ll see the original Old Spice commercial that got a lot of attention. Mmmm, for good reason.

Here are a couple of his custom messages. The first is in response to a tweet from Starbucks, and the other has advice for President Obama.

A company that tracks social media says the 180 videos the Old Spice guy made this week have had almost 6 million views on YouTube.

Wieden and Kennedy, also behind the Nike ads, doesn’t think there’s anything magical about what they do. They’re just bringing a character to life using the social media channels they use every day.

I asked a public relations woman with the agency if she could let me touch the Old Spice guy, I mean, put me in touch with the Old Spice guy so I could get a complete story for you. No luck, I’m sure you’re as disappointed as I was.

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The Old Spice guy’s hot campaign