Right on the heels of their latest video ad featuring clingy moms singing about their grown-up sons, Old Spice has released one of their funniest video campaigns yet.
The P&G brand teamed up with long time agency Weiden+Kennedy Portland to make nine custom video spoofs designed to prank YouTube viewers with fake, manly products. The videos appear as pre-roll ads and feature none other than the Man Your Man Could Smell Like, Isaiah Mustafa.
Here’s one of the spots advertising spraytanz.com in all of its glory:
As you can see, thirty seconds into the macho-man ad, the Old Spice Guy starts an “internetervention” explaining he’s disappointed you’d watch such trashy content and encourages you to get your life back on track. As he asks blatantly, “a spray tan party, really? What did you hope was going to happen there?”
Another gem of an example is the Illegal Neck Workout (available on the elaborate campaign website zaneckworkouts.com)
In this intervention, the Old Spice Guy performs impressions of what your mom and dad would have to say about you watching this type of content online.
While most people can’t wait five seconds to skip a YouTube ad (80-85% of people elect to skip them), Old Spice has found a way to keep you watching a weird teaser for more than 30 seconds before you even get to see recognizable brand content in their trademark style.
The teaser content is so ridiculously bad that it’s good and you can’t help but keep watching. The whole prank works based on their ability to keep you watching an ad you’d normally skip only to get reprimanded by the Old Spice Guy for watching it.
Marketing with an impressive total of nine different spammy-looking spoof ads, Old Spice not only caters to the alleged superficial interests of their target market, but they’ve really gone all out. With nine fake “websites”, associated videos, and even fake Twitter accounts for each of the domains, the brand has fully committed to the integrated campaign for each fake product. Old Spice worked with their agency to create compelling material for both their mascot and the faux-man products.
The end of each Old Spice video features a call to action prompting viewers to send Interneterventions to friends. This is an awesome way to attract further attention to the campaign because the men in the brand’s target market will not only experience the prank themselves through YouTube, but they’ll want to share the funny discovery with friends.
Although the “integrated” part of this marketing campaign is parody in itself because none of the websites are real (just links to full screen video content), we still see how a campaign featuring real products could benefit from videos featured so prominently. Old Spice’s funny videos serve as the main way they get people’s attention and frankly, it’s the best way. If Illegal Neck Workouts were real, a white paper or ebook could go unnoticed, but a full screen video appealing to a niche audience? That’s memorable, shareable, and quick to consume.
Next time you release a campaign, why not center all of the content marketing around a piece of video content? We’ve done this with event marketing before and were able to use a single video to drive the entire campaign.
These videos from Old Spice confirm the brand’s commitment to humor, video marketing, and their target audience who just can’t get enough of the suave Old Spice Guy. What do you think they did right? What don’t you like about the “campaigns”? Tell us what you think with a comment below!
You can watch all nine of the Interneterventions – including the one for Brodominiums (a condominium gym for bros who want to workout all day) – at the following sites:
The newsletter is sent bi-weekly and blog updates are sent out 2-3 times per week.