Old Spice Conquers New Media

When Old Spice hired Bruce Campbell to play a swarmy version of himself for their t.v. and Net commercials, we were delighted as there is a shrine to Bruce in our house:

When Old Spice then hired Neil Patrick Harris to play a swarmy version of himself for their commercials, we were thrilled, as we are his devoted fans:

And then came actor Isaiah Mustafa in a bizarrely brilliant Old Spice commercial that ended with the immortal words: “I’m on a horse.”

Mustafa has done more commercials for Old Spice and they’ve become a cult phenomena on the Net and elsewhere, so much so that Mustafa has netted himself a t.v. development deal. But he has not abandonned his fame-making employer and they haven’t abandonned exploiting new media. They put Mustafa to work for hours in  a towel in a shower set, with a teleprompter, to give personalized responses on the Net to Tweets, Facebook and YouTube comments and questions from celebrities, media companies and disparate Net users. Each one of them is hilarious. You can check them out on this YouTube channel:

http://www.youtube.com/user/OldSpice?blend=2&ob=1#p/c/484F058C3EAF7FA6

Warning: you’re likely to waste at least an hour on them. Check out the ones to Demi Moore and Ellen DeGeneres.

Note to companies trying to sell us things: this is the way to do it. Give us a show, make us laugh, involve us in the game and not with some lame contest. And we’ll viral it for you, selling a brand that used to be hawked in the 1950’s to our grandfathers. (And then Louis Vuitton won’t have to spam my blog to sell luxury overpriced handbags. I’d help sell the handbags if someone like Mustafa does the pitch.)

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Filed under Humor, Life, Technology

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