A quick review of my previous posts tells me one thing; I have a slight brand-crush on Old Spice. From Dikembe Mutombo to “The Man you Could Smell Like” campaign that won all sorts of awards in the advertising world. There is no one else who has my attention better than Old Spice. I’ve got a lot of love for the Cincinnati-based company, specifically for trusting Wieden Kennedy in this unique campaign that continues to grow.
Now that I’m being entirely honest: it’s not a crush. It’s a juicy, sensual, now-exposed love that can not be contained to words. I feel dirty, but this is who I am.
Wieden and Kennedy continues its legacy with the launch of Director Wolfdog, Old Spice’s new Director of Marketing. Their microsite looks like a homemade website of the 90’s, with tacky clip art and link buttons that I learned how to make in high school. The talking wolfdog, complete with an attached talking box as seen on Pixar’s UP, provides tutorials for business success; the classic language of toolbag moneymakers around the world, with a bit of zest in sarcasm.
Content marketing continues to prove itself; what does this have to do with Old Spice? Absolutely nothing; but I am captivated by their creative tone and unique approach to man-scents. There is little chance that I would ever listen to any commercial with messaging like, “I fully understand marketing. Wild Collection Smell Products. Boom, you’ve been seduced by my marketing. That’s marketing that I just did to you. It’s how I get business done. I just made a million dollars”. Hey Old Spice, you’ve got my attention. Consider my pits covered in your man scent.
Follow the movement at http://www.mrwolfdog.com/ and watch the new Director takeover with @DirectorWolfDog.