The manly teeth of Isaiah Mustafa. Oh, and Old Spice too.

July 14, 2010 | No Comments

If you thought Old Spice was just for your grandfather, the brand is working hard to change your mind with a series of commercials starring @IsaiahMustafa. The commercials have become a viral hit and have expanded into short videos, each one a unique hilarious reply to people’s online tweets, youtube comments, and questions. Questions from real people, and celebrities like The Ellen Show, Alyssa Milano, and Ryan Seacrest, are all getting individual attention.

How are people describing this campaign? The top words include funny, original, hilarious, brilliant, and genius, definitely words I’d like my brand associated with. But on an aggregate level, the campaign has far surpassed any standards of making the grade. Compared to the average brand which generates about 30% positive opinions, the Old Spice campaign is achieving positive opinions in the 40%, 50%, and 60% ranges.

People appreciate the business side of things, including the product launch (66% positive), the creativity (59% positive), and that it’s a new and different approach (57% positive). But, they are also expressing their appreciation for Isaiah, a manly man himself, giving him top marks for his smile (59% positive), his teeth (57% positive) and his sex appeal (54%).

What isn’t so positive? The ever present fear factor associated with sexuality and homophobia, comments which generate 25% negative opinions. Fortunately though, this small minority of people can’t compete with the millions of people who are loving every minute.

Isaiah, keep on smelling like the man our men could smell like.

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