I will resist the urge. Already there are too many write-ups about the inspirational campaign from a social media perspective. I’m going to keep telling myself, “Please don’t write about Old Spice.”
I am not going to share how the social campaign is a brilliant extension of a series of creative and funny TV commercials. I’m not going to point out that the campaign had awareness and life long before the social media play, or how the real-time authoring of content and demonstrated effects could change the game of how advertisers think – not to mention drive the consumption of their earlier commercials. No one wants to know there are already rumors of a sitcom for Isaiah Mustafa, or that the wave of parodies (like this one and this one) is going to give the whole concept legs for quite some time.
I can’t imagine anyone wants to hear about integration of paid and earned media again, or how ending the video effort quickly adds to the mystique and likelihood of a successful follow-up. I’m also not going to call out the people who are asking, “But is it making Old Spice fall off the shelves? Is anyone buying more?” since I’m sure people never ask that about TV commercials the day they first air. No way I’m going to share how brilliant sharing behind the scenes is, nor how I really think it’s brilliant to mix who they reply to between influencers and “normal people” who barely have any followers.
I also won’t tell anyone how their High Endurance deodorant was the fascination of my fraternity in college as the best working product out there, and how word of mouth made it successful. This was long before “social media” back in the days when we had to use modems to connect to AOL 2.0. If I share that I’ll surely date myself. Now it’s possible to get 61 million views on Youtube.
I sincerely hope that people just sit back and enjoy the brilliant piece of work, and stop giving P&G the link love. Who’s with me? (By the way, I’m glad to hear he stopped the oil spill).
Photo credit: khairilfz via Flickr