How does Old Spice take care of the social media momentum they have garnered with their fantabolous ads? By jumping in head first, wearing only a towel as Isaiah Mustafa shows here. @jakrose tweeted "@OldSpice haha. nice. Interested in doing an email interview for Maybe, 'How Old Spice Tweets?'" and this is how w+k responded. Fast, and funny.

Check the oldspice channel for more responses to tweets. Tweet @oldspice and maybe he'll reply to you!

Update It has ended, a whopping 87 ads later all great things must come to an end - I'm already betting on MAJOR Cannes Cyber wins for Old Spice in 2011. Who's with me?

WIEDEN+KENNEDY Portland, USA Executive Creative Director: Mark Fitzloff/Susan Hoffman Creative Director: Jason Bagley/Eric Baldwin Art Director: Craig Allen/Eric Kallman Copywriter: Craig Allen/Eric Kallman Agency Producer: Erin Goodsell/Ben Grylewicz Planner: Britton Taylor Account Supervisor: Diana Gonzalez/Jess Monsey Production Company: MJZ Los Angeles, USA Director: Tom Kuntz Producer: Jeff Scruton Editor: Carlos Arias, Final Cut Sound Design/Arrangement: Lime Studios Post Production: Saima Awan Other Credits: VFX Company: The Mill, Los Angeles/Producer: Arielle Davis/Ep: Sue Troyan

Comments (3)

  • kurtberengeiger's picture

    Old Spices' "Responses" have really put the "social" back into social media campaigns. Thumbs up.

    Jul 13, 2010
  • Dabitch's picture

    I agree, it's funny. I wonder if it's Old Spice's fault that the youtube servers aren't responding right now though. Ha!

    Jul 14, 2010
  • horse photos's picture
    horse photos (not verified)

    It's funny. Thanks for sharing.

    Oct 30, 2012

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.