Hey, I have partnered with Life of Dad and Old Spice for this promotion. You’ve seen the ads online. They’re the frantic, kinetic, over-the-top ads for Old Spice that star Isaiah Mustafa and Terry Crews. Crews was all about Bearglove while Mustafa is the softer, but still strong side with Swagger and Timber. But still strong is key, because dudes certainly do not want to smell like a billy goat, but we don’t want to smell like a patchouli leaf, even if our name is herb. Mustafa and Crews called a truce in their epic series of ads and we got the chance to speak with Mustafa about it.
Yes, a truce. The two realize that they really are friends and the end is nigh-or is it? The finale in the series of spots is as creative, weird and fun to watch as its predecessors.
Before we could get down to the interview I had to sample the scents. Father Time has taught me that I need an anti-perspirant. That was a lesson I learned while working at The Great Movie Ride at Disney’s Hollywood Studios. Prior to working in the narrow corridors there I didn’t know the difference between the two. One particularly hot day a co-worker turned me onto the differences and since then the goal has been to keep my #smelliment to myself instead of unwillingly sharing it with others.
We tried Timber, Bearglove and Swagger from Old Spice. Each scent is great and has its place. We also use all of them on any given week, but our go-to scent is Bearglove. It’s a scent that is barely there, unless you’re close, then it’s vanilla/honey dew, with a side order of kick ass. Literally, the name, Bearglove, drew me in.It sounds like some bizarre contraption created by Doctor Evil using a hammer drill and rabid piranha swimming while lightning is hitting the magma fields nearby. Yes, Bearglove.
This was a bit ironic since I was about to chat with Isaiah Mustafa. Having worked in PR for a bit (and to an extent advertising) I knew lots of the history and accomplishments that this campaign had done since its launch. He was more than willing to discuss the success of The Man Your Man Could Smell Like ads.
Most interesting the ads that feature only Mustafa they really are filmed in one take. They sometimes take days to film, but they’re done in one take, with minimal to no CGI and a slew of sets that slide back and forth. He’s also a dad to a teen girl. It was reassuring to hear him say that sometimes even his daughter thinks he’s not cool. But, you’re the Old Spice Man , how could you not be cool? That’s what I thought, but relied on his years of parenting that are a decade or so beyond mine. Teenagers, it turns out don’t, care if you’re a star in one of the most popular web ad campaigns ever or not.
Now, get gift giving on a budget. That last word is key because you can purchase a variety of super manly Old Spice Gift Sets that start out at under $10 with the premium sets going for $14.99. You can pick them up at any mass market retailers all over the United States and they include Body Wash, Deodorant, Re-Fresh Body Spray and some trial sized extras. They have gift sets in Swagger, Timber and Bearglove, you can’t go wrong with any of them and it’s a great deal when you break it out piece by piece for the price.
What’s your #Smelliment? It’s OK to be any of them, just be one of them. Old Spice is the name you know, the ads that you love and the smell that you want to be that just make sense.
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