Old Spice conquers the Internets, LOL

More

by Dave Weigel

Marshall Kirkpatrick's write-up of the strategy behind Old Spice's guerrilla YouTube campaign -- one that comes after they hired video comedy dada-ists Tim and Eric to record even crazier videos -- leaves you with a less grimy feeling than the usual advertorial. Yes, even after you read this disclaimer:

Disclosure: Wieden + Kennedy is an occasional consulting client of the author's. But this story was too cool to abstain from telling just because of that.

Well, I'm not a consulting client of anyone, and I adore the concept -- a handsome, arrogant character answering basically anyone who 1) sends him a question he 2) has time to answer. Simultaneously, the Morlock "I'll click on anything" side of the Internet and the Eloi "I only read Boing Boing on my iPad" side decide that it's funny, and indulge the joke. It churns for a day. It wins a place in meme history. And now that we know the joke, it's over. These concepts are approaching the lifespan of fruit flies while getting us closer and closer to the phony interactivity of Max Headroom. As deodorant concepts go, that's fairly exciting.

Jump to comments

2006-2011 archives for The Daily Dish, featuring Andrew Sullivan

Get Today's Top Stories in Your Inbox (preview)

What Is the Greatest Story Ever Told?

A panel of storytellers share their favorite tales, from the Bible to Charlotte's Web.


Elsewhere on the web

Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register. blog comments powered by Disqus

Video

The Death of Film

You'll never hear the whirring sound of a projector again.

Video

How to Hunt With Poison Darts

A Borneo hunter explains one of his tribe's oldest customs: the art of the blowpipe

Video

A Delightful, Pixar-Inspired Cartoon

An action figure and his reluctant sidekick trek across a kitchen in search of treasure.

Video

I Am an Undocumented Immigrant

"I look like a typical young American."

Video

Why Did I Study Physics?

Using hand-drawn cartoons to explain an academic passion

Writers

Up
Down