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Who Are The Stars In The Old Spice 'Mother-In-Law' Commercial?

There are two things Old Spice does very well: make a heck of a deodorant and deliver television viewers entertaining commercials. In late June, the men's grooming products company released a brand-new commercial titled "Mother-in-Law." If you happen to see it while watching network or cable TV — or browsing on YouTube — you'll catch a 45-second spot that makes a compelling argument for stocking up on the Old Spice product line. 

The commercial's premise is a fun one: The husband in a married couple stomps out to talk to his wife, who's hanging out in the living room. The husband is completely fed up with his wife's mother, who's visiting the couple. Why is he so fed up, you ask? Well, according to the husband, his mother-in-law keeps using all of his Old Spice products and isn't leaving any product for him to maintain his grooming routine. This act is made even worse by the fact that his wife uses his Old Spice body wash regularly, too. At that moment, the mother-in-law steps into frame and offers up some body wash to her son-in-law, but only manages to squeeze out a tiny amount before the bottle is empty, to which she says he'll need to buy more. Oh boy.

For its new "Mother-in-Law" commercial, Old Spice has recruited two popular TV comedians — one of whom is currently the official face of the grooming products brand — and a very famous R&B singer to play out this thrilling tale.

Sours: https://www.looper.com/458441/who-are-the-stars-in-the-old-spice-mother-in-law-commercial/

He was "the man your man could smell like." We looked away from him and were suddenly transported onto a majestic ocean liner. An outstretched hand offered us "two tickets to that thing you love," shortly before the tickets magically dissolved into diamonds. Then he was on a horse. Really.

This crazy-yet-crisp introduction to one of the most popular viral ad campaigns in history, which aired for the first time during last year's Super Bowl showdown between the Indianapolis Colts and the New Orleans Saints, sparked an Internet phenomenon, reaching more people than Procter & Gamble (Old Spice's parent company) could have possibly fathomed. The ad amassed 220,000 YouTube views in the few short hours after the Super Bowl, and the video continually gained about 100,000 views every few hours. Even comments on sites like 4Chan and YouTube were overwhelmingly positive. The video had gone officially viral.

Months later, when the campaign had seemingly hit its high point, marketing agency Wieden & Kennedy dreamt up one of the most memorable social media campaigns to-date: A two-day marathon of high-quality, personalized video responses to questions asked by fans on Twitter and YouTube—set up, shot, and published online in Mustafa's own bathroom.

Produced by a small team of four writers, a camera crew, and one shirtless actor, each video response maintained the humor level. Some of the best videos featured the Old Spice Guy beating a pirate piñata with an oversized fish, helping a guy propose to his girlfriend, and flirting voraciously with actress Alyssa Milano. In 48 hours, Old Spice earned nearly 11 million video views, and gained about 29,000 new Facebook fans and 58,000 new Twitter followers.

This year, Wieden + Kennedy took its campaign further by introducing a rival for The Old Spice Guy: former male supermodel Fabio. The two Old Spice titans clashed in Old Spice's Mano a Mano En El Baño, a YouTube event held on July 26, where both men submitted responses to the same posts on Twitter, Facebook, and YouTube, and viewers could vote for their favorite Old Spice Guy response. The epic conclusion to the YouTube duel featured time travel, multiple Fabios, and intergalactic balloons.

The Old Spice Guy campaign has set the bar for how other companies and agencies can approach viral advertising, by focusing on the fans first. Old Spice has struck a perfect balance of content and advertising, but the fact of the matter is, other companies can, too. We caught up with a couple of writers behind the Old Spice campaigns and delineated their keys to success.

1. Put the focus on short, snappy video content.

A recent online video study shows that 82 percent of Internet users watch online video at an average of 5.6 hours a week. And if you have a video that wants to be seen, the best possible platform, according to comScore, is YouTube.

"It's generally a good idea to keep things short on YouTube," says Jason Bagley, creative director at Wieden + Kennedy, and a writer for the campaign. "People don't generally want to sit through long things."

The vast majority of Old Spice's videos average at slightly less than a minute per video. Unless they're inspiration- or premise-driven videos, most ads and promotions uploaded to YouTube should hit this sweet spot between a minute and 90 seconds.

"When you're putting [videos] on [YouTube], you're competing against every other YouTube video," says Craig Allen, another creator director at Wieden + Kennedy. "It's not like there's a special category for commericals."

Old Spice shot short clips out of necessity. The crew was given an average of seven minutes to find posts, and write and shoot responses in one or two takes.

"When we're doing one of these interactive experiences, we're writing them so fast and shooting them on the spot, so they just naturally come out short," Bagley says.

While most companies' marketing campaigns won't involve two-day filming marathons, having the luxury of added time shouldn't mean longer videos; keep it short, keep it simple. If the marketing campaign doesn't involve video—not sure why not, in this day and age—the ad should still be succinct and concise. Shorter ads are easier to follow, digest, and on the development side, create.

2. Pump out the content.

The old saying, "Never put all your eggs in one basket," certainly applies to marketing. Old Spice heeded this advice during its video response-heavy social media campaigns.

"[The approach is] definitely quantity over quality," Allen says. "We try to make the best things we can, and we'll get it as great as we can, but then we say, OK, next one. It's more about pumping out so many videos than it is about getting five that are absolutely perfect."

If you create quality content, chances are that people will want more. After all, more content for fans to consume means happier fans. Old Spice attacked this idea by producing as many commercial-quality video responses as possible. From Mustafa in a towel to all of the wacky props, every video response certainly felt like Old Spice went out of its way to film a commercial just for that one fan.

"Whenever a brand can give back—to give to the consumers more than it asks of them, in terms of entertainment and value—people are going to have a better feeling about that brand," Bagley says. "I think any brand can do that. At Old Spice, we always try to provide more in terms of entertainment and surprise and enjoyment to build that equity with the consumer."

3. Keep fans engaged.

Most companies engage their fans once the product is made and ready to market, but Old Spice went a step further by actually letting its fans influence every video. Fans become fanatics when their favorite brands go out of their way to invite the audiences in on the fun.

"We wanted consumers to have a chance to help incorporate some of the challenges within that story too, so some of the comments we were looking for were interesting things that we could play off each character," Bagley says.

Wieden + Kennedy knew that a successful campaign couldn't be run by the company alone; the fans were the oil to make it work and function properly. By allowing fans to drive the content within their YouTube videos, Wieden + Kennedy had an endless supply of material to Old Spice Guy-ify.

"We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis," Bagley says. "No one expects to ask a question and then be responded to. I think that's where we broke through."

In the Old Spice Guy vs. New Old Spice Guy Fabio campaign, the creative team even let fans control the outcome of the most important part of the story: the ending.

"Just like the rest of the story, we actually took the ending from a Twitter comment from one of the fans. One of the fans suggested that Isaiah should just go back in time and talk Fabio out of doing this, so that inspired the ending," Bagley says.

4. Market everywhere at once.

"We did six to seven TV spots [with Fabio], we let those roll out with a print campaign, and then started doing some other videos with him," Allen says. "The idea was, 'Let's just put it out there. Everywhere.'"

If there's any company that effectively executes the idea of blitzkrieg marketing, it's Old Spice. When the company introduced New Old Spice Guy Fabio, Wieden + Kennedy posted simultaneous ads on Facebook, Twitter, YouTube, and several other sites all at once. The strategy? Get people talking.

"We worked really closely with [senior digital strategist] Dean [McBeth] and the media team to make sure that we're putting these [ads] in places that people would definitely see what's going on. We ran it heavily on TV, on the YouTube masthead, we did everything we could," Allen says. "We saw an immediate response of people: 'Why is this happening?' 'I don't like it.' 'I think it's cool.' People [were] fighting back and forth before we even started our actual interactive campaign."

Consider all of the channels for advertising, too. Having several ads across many different networks is the best way to attract as many fans as possible to your cause. By marketing all at once, the hope is that the multiple discussions on each network converge to create one giant conversation.

"The key is interacting with consumers and building a relationship that's not just putting out a TV spot every once in awhile and hoping that works," Bagley says. "At least from a creative point of view, it's much more fun to be able to play in these new mediums and keep the conversation going."

5. Trust your marketing team.

Seriously. Not every company can be as brave as Procter & Gamble. The fact is, the company took an enormous chance with Wieden + Kennedy, since the campaign's success was completely contingent upon how audiences would respond to the fast and absurd humor.

"Obviously we got the scripts and the executions approved by [Old Spice] ahead of time, but when it comes to the YouTube videos, there isn't time for an approval process," Bagley says. "With that, we just have a whole lot of mutual trust."

Often times, companies and owners will want to micromanage such important projects as marketing campaigns. Old Spice was able to balance careful monitoring with free reign, but in general, it's best for companies to let the creative departments do their thing. This way, the advertisement won't be confused by over-editing or muddled by too many voices.

"We had to make [more than] 168 videos in two days, there would've been absolutely no way to have a client approval process," Bagley says.

The client company should always watch and grade the final product before releasing it to the market, but if you want to rapidly produce content like Old Spice, you have to give your creative team have a little more of a leash to play with, and simply play the "support" role. Having the level of trust Old Spice has isn't easy to achieve, but it pays dividends.

Sours: https://www.inc.com/articles/201108/5-marketing-lessons-from-old-spice.html
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The Man Your Man Could Smell Like

Smell like a Man, Man[2] is a television advertising campaign in the United States created by ad agency Wieden+Kennedy for Old Spice. The campaign is also commonly referred to as The Man Your Man Could Smell Like, being the title of the campaign's initial 30-second commercial. The campaign was initially launched to market Old Spice's Red Zone After Hours Body Wash, but has subsequently been expanded to include other products following the success of the initial advertisements. The campaign targets female viewers, despite the product's target market being male, as the company determined that women frequently make purchasing decisions in respect of hygiene products even for male household members.[3]

The campaign centers on the eponymous "Man Your Man Could Smell Like", played by actor Isaiah Mustafa (Old Spice refers to him as "Old Spice Man") addressing the viewer in confident, rapid-fire monologues which promote the benefit of using Old Spice products. While reciting the monologues, Mustafa progresses through various activities, locations, costumes, and extraordinary situations, all in one uninterrupted take while maintaining constant eye-contact with the camera in a nonchalant demeanor. The advertisements typically feature a surprise ending.

Commercials[edit]

Initial commercials[edit]

The campaign was launched with two commercials: The primary 30-second spot, and a shorter 15-second companion piece, both written by Craig Allen and Eric Kallman of Wieden+Kennedy. The spots promote Old Spice's Red Zone After Hours Body Wash.

The original ad, entitled "The Man Your Man Could Smell Like" was directed by Tom Kuntz, and features Mustafa reciting a monologue about how "anything is possible" if a man uses Old Spice. In a single uncut shot, Mustafa transitions from a bathroom to a sailboat to riding a horse on the beach, all without pausing his monologue or breaking eye-contact with the camera for more than a moment. The punchline of the commercial is Mustafa's non sequitur final statement: "I'm on a horse", delivered as the camera zooms out to reveal to the viewer that Mustafa is now sitting atop a horse.

Allen and Kallman confirmed that the commercial was filmed in a single uninterrupted take[3] requiring three days of shooting and numerous attempts to achieve a successful take. Minimal computer-generated imagery (CGI) was used, consisting of overlaying a separately shot artificial hand during the segment where diamonds flow from Mustafa's palm and the body wash rises through the pile of diamonds with a separately filmed shot of the hand.[3] The remaining effects were practical and achieved on-set, including a crane lifting the bathroom set from above, a crew member dropping a pre-formed shirt over Mustafa's head from above, and a cart that carried Mustafa from the boat set onto the back of a horse.[3][4]

Filmed at the same time as the main commercial was a 15-second "sting"[5] entitled "Did You Know", in which the camera zooms out of Mustafa to reveal that he is riding a horse backwards.[5]

"Questions" and "Boat"[edit]

In June 2010, a third commercial entitled "Questions" began to air on television. The new commercial followed a similar single-shot format to the original ad, and again promoted Old Spice Red Zone After Hours Body Wash.

The ad expanded upon the first commercial, which featured two changes of location, and only one on camera (the bathroom "set" lifting away).[3] In "Questions", there were more frequent changes of location with more extravagant transitions. Mustafa begins at a shower station on the beach. The scenery splits in half (as do false legs and a towel) and pulls away to reveal Mustafa log rolling before he walks across the surface of a lake (catching a falling cake mid-stride) into a kitchen (power-sawing a countertop mid-stride) to the top of a waterfall, which he "swan dives" off into a hot tub, which then collapses to reveal that Mustafa is sitting on a motorcycle, his shorts having been replaced by jeans. He performs the entire commercial without breaking eye contact with the camera, while addressing female viewers and asking rhetorical questions on what they like, implying that if their man used Old Spice, then he could bring them these things.[6]

The ad was again shot primarily in one take, involving an automatically rolling log, an under-water platform, and a set consisting of the kitchen, waterfall and hot tub containing water and a motorcycle. The walls of the hot tub were rigged to mechanically rise and lower. Support wires were used to control Mustafa's dive from the waterfall. Footage of rehearsals of the ad begin with the log-rolling, suggesting that the opening beach segment may include separately shot or computer-generated elements. The background also appears to be enhanced.[7]

Another 15-second ad entitled "Boat" was produced as a secondary spot. It features Mustafa in a rowboat pulling off a "fake" mustache, and then "pulling off" the newly revealed skin to reveal another moustache.

"Scent Vacation"[edit]

A third series of commercials debuted in early 2011, this time promoting Old Spice Fresh Collection Antiperspirant and Deodorant. The branding of the product line revolves around different world locations. In keeping with that theme, the 30-second commercial is entitled "Scent Vacation", and continues to maintain and expand upon the style of the previous ads. In the ad, Mustafa notes that "when your man smells like Old Spice, you can go anywhere."

In "Scent Vacation", Mustafa begins on a beach in a grass skirt. The beach drops away and the skirt flies off to reveal Mustafa in mountaineering pants atop a mountain peak. He dives from the mountain, into water, appearing to swim through it, only for it to be revealed as a fishtank, which passes as the camera rotates to reveal Mustafa lying on his side in white slacks on top of a piano in a lavish living room.

Responding to interest in the creation of the previous spots, an official behind-the-scenes video was released for "Scent Vacation".[8] It reveals that much of the ad is again produced practically, with some camera tricks.[8] For his dive from the mountaintop, Mustafa was raised on wires as the camera spun to simulate Mustafa's movement. Ultimately, the living room in which Mustafa is shown was built against a vertical wall, and the camera was rotated 90 degrees to make the room appear normally oriented.

Unlike the previous commercials, which were shot outdoors, "Scent Vacation" was shot on a soundstage. More computer-generated imagery was used in this commercial than in the prior ads. The sand and sky of the initial beach scene and the entire mountain backdrop were added in post-production; wires were painted out, as were seams where two scenery pieces came together; fish were added to the aquarium; chocolate was added to a fondue fountain in the living room, and a stick of fondue foods was added to Mustafa's hand.

Two 15-second spots were produced, entitled "Fiji" and "Komodo" after two of the scents in the product line. In "Fiji", a beach scene is shown as Mustafa's voice is heard. Mustafa rises from beneath the sand with an acoustic guitar, which he opens to reveal that it contains puppies.

In "Komodo", Mustafa appears to stand at the base of a hill atop which sits an ancient palace. The palace is revealed to be a miniature, as Mustafa opens the front wall to reveal the product. He then walks over to a Komodo dragon and pulls open its back to reveal a cooler containing ice cream.

The three spots share a common thread of misleading items containing other items. Aside from the guitar, the palace and the Komodo dragon, in "Scent Vacation" Mustafa also picks up a mountain goat, which he spins around to reveal a harp.[9]

Additional materials[edit]

Mustafa gained significant popularity and notoriety from the initial ads, and he and Old Spice capitalized by producing a plethora of online videos featuring Mustafa in-character. In a series of videos, Mustafa responded by video to numerous Twitter posts directed to Old Spice's Twitter account, including several videos directed towards celebrities. Other longer videos were created as well.

In 2011, it was announced that Fabio would become the Old Spice spokesman, leading to criticism from fans of Mustafa. This led to a poll as to which spokesman viewers preferred. A "Mano a Mano" video was produced featuring a confrontation between the two.

In 2015, Mustafa was pitted against Terry Crews, who stars in another ad campaign for Old Spice, as dueling spokesmen for Old Spice's "Timber" and "Bear Glove" scents. In the "Make a Smellmitment" crossover campaign, Mustafa advertises Timber (in some advertisements, Mustafa instead pitches another scent, "Swagger") in his usual deadpan, while Crews touts the virtues of Bear Glove in the high-energy, absurdist style common to what is seen in Crews's ad campaign.

In 2018, Mustafa appeared in one of Tide's Super Bowl LIIcommercials. The ad was one of several crossovers in which other commercials (including other Procter & Gamble brands' advertising campaigns for Old Spice and Mr. Clean) segued into Tide ads because all of the clothes in them were fresh and clean, including Mustafa's white pants.[10] In 2019, Mustafa appeared in an ad for Hulu that parodied these commercials.

Reception[edit]

The New York Daily News gave the initial ad a favorable mention, citing Mustafa's "wildly smug, cool-cat smooth dude persona", which "helped make the cologne commercial pop".[11]People magazine's Blane Bachelor called Mustafa's monologue "sharply scripted" and his character "smug, and over the top".[12] The commercial was a hit on video-sharing websites, such as YouTube, where it had already received over 55 million views by January 18, 2017.[1] In June 2010 the ad won the Grand Prix for film at the Cannes Lions International Advertising Festival,[13] and in July 2010 it won a Primetime Emmy Award for Outstanding Commercial.[14]

The created feeling of connection between the Old Spice Man and the audience, which is also known as a para-social relationship,[15] formed an important part of the success of the campaign.[16] Overall this combined with the original ad series to become one of the "most popular viral campaigns in recent history".[17]

In popular culture[edit]

The spot has been parodied on Sesame Street, where the monster Grover takes Mustafa's role to illustrate the word 'on'.[18] However, his narrations do not go as smoothly: the dropped shirt fails to fall around his neck; the clam containing the tickets bites his nose, forcing him to fling it away; and despite claiming he is on a horse at the end, he is actually on a cow.[19]

It was also parodied on iCarly, on the episode "iOMG".[citation needed]

There was also a parody made to advertise the 2011 film Puss in Boots and in 2019, featuring Mustafa, to advertise Hulu.[citation needed]

It was parodied by How It Should Have Ended for an episode on It Chapter Two, where the character Mike (who is played by Mustafa in the film) puts his own spin on the commercial's lines.[citation needed]

See also[edit]

References[edit]

External links[edit]

Sours: https://en.wikipedia.org/wiki/The_Man_Your_Man_Could_Smell_Like
Old Spice - The Man Your Man Could Smell Like

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Youtube old spice commercials

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The Best Weirdly Funny Terry Crews Old Spice Commercials EVER!

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