Why I Love the Old Spice Guy
Or why I fell for a shameless marketing campaign.
-Kathryn H. Cusimano
“Do you like adventure? Do you want a man who smells like he can bake you a gourmet cake in the dream kitchen he built for you with his own hands?” Yes, yes and YES! Despite my efforts to resist, Old Spice’s brilliant marketing campaign has won me over, and I can’t reign in my love for the campaign’s star, Isaiah Mustafa, also known as The Man Your Man Could Smell Like. Why do I love him? Let me count the ways:
He Makes Ads Watchable
While Mustafa didn’t write the ads, there’s something about his authoritative tone and stiff muscle-man movement that take the ironic script to a whole new level. These are blatant advertisements that make all the connections for you (“Buy Old Spice! It makes men more attractive!”), and had the potential to fall flat. Luckily, Mustafa has charisma to spare, making these ads absolutely hysterical – just try to turn away.
He Stays Connected to His Fans
Mustafa has built up a pretty serious Twitter following, and he actually interacts with his followers. His popularity led Old Spice to bang out 87 videos earlier this week to respond to questions from his followers, including celebs like Ellen DeGeneres:
Demi Moore got a video shout-out as well!
The Old Spice-sponsored videos are a gold mine for the company, but the marathon production session gave Mustafa an opportunity to show off his dedication to his work as well as his enduring comedic energy. I see a sitcom in his future…