I don’t think there is a single person that has not seen the Old Spice commercials featuring former NFL player and current actor, Isaiah Mustafa a.k.a. “The Old Spice Guy.”
There are about four “Old Spice Guy” commercials in circulation thus far since the original commercial aired during the 2010 Super Bowl. I have to admit that the initial commercial knocked my socks off and that I fell in love with the commercial concept, span of creativity, as well as his voice! He sold that Old Spice to me. Better yet, my boyfriend was sitting right next to me and his literal reaction was, “I want some Old Spice body wash now!” After that commercial, phrases like, “Look at your man, now back to me, look at your man, now BACK TO ME,” became regular jokes, and we learned almost every line to the commercial and would text each other them like an inside secret joke.
I watched the storywriters’ commentary as they broke down the commercial and I can agree that it is targeting women. It is absolutely selling me on the idea that if I buy my man Old Spice body wash, he could smell and look like Isaiah Mustafa, so when I heard that that this commercial campaign is raising awareness of the brand but not selling the product, I was shocked. Every marketer knows that a commercial’s purpose is to sell the product and for it to have such a infectious effect on viewers but not raise sales is surely a costly disappointment for Old Spice.
But not for Mustafa! He’s being invited to do walk-in roles in TV shows like Tyler Perry‘s Meet the Browns, doing interviews with Oprah as well as giving back to his fans by delivering cute marriage proposals! All of his commercials are available on YouTube as well as the proposal! Go take a look!