Old Spice Mano a Mano: The Concession Nobody Actually Should've Received

I think this was done because people freaked out at the (ludicrous!) idea of Fabio replacing Isaiah Mustafa as Old Spice guy, so kudos to W+K for the lightning-fast responsiveness it's demonstrated throughout this campaign. It's what's made it a living part of the culture.

But this still sort of hurts me to watch. It's kind of like, "Okay, here's what you want on a silver platter, and while we're at it let's make fun of Fabio's acting skillz and general incoherence."

Never mind the piles of Harlequin novels he punted with just a swish of his hair and a ripped-open vest. Wasn't he great at selling butter? I still want butter when I watch this guy. Credit where it's due, right...? Come on, guys, you're gonna ruin Isaiah for me.*

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The Angels are Falling...

...and not for Kanye West. For Axe! Okay, part of you will roll your eyes, but another part of you - maybe the stronger part - will appreciate the epic balls of this.


New Axe Provocation. Make even the angels fall.

Agency Buzzman, the volatile geniuses that came up with that Tippex hunter/bear thing, has populated an entire campaign with gorgeous, flirtatious angels on the quest for something more, well, down to earth. The ad above appeared online around the same time prominent French ad bloggers started receiving personalised messages from angels.

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AdVerve Episode 39: Mel Torment

Play the show now.

Jazz puns aside, we’re back riffing like hungry dogs surrounding a pile of cheese and steak. Helping the cause this week is Mel Gibson. He’s far from dominating the entire show, so fear not.

"10 For 10" returns from a little hiatus as we chow down on Twilight Eclipse, Old Spice and Lindsay Lohan’s nails. We wrap with buzzword fun, conference peeves and blatant Humongo Nation pluggage. For more stuff than that, subscribe to our newsletter... WHICH YOU SHOULD ALREADY BE SIGNED UP FOR. (SIDEBAR, RIGHT SIDE, DO IT NOW.)

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More "I'm On a Horse!" Old Spice Appropriations

That people keep taking the dialogue of this Old Spice ad, and interpreting it the way they like, is a tribute to the work's contagious quality and the brand's success in reinventing itself for a weirdly diverse new audience. (Who'd've guessed? And VO5, are you paying attention?)



This one is still my favourite though.

Old Spice deserves credit for being willing to let its brand navigate uncharted waters, and for not punishing users for their enthusiasm. It's kind of sad that we're still at a point where we actually have to thank brands for behaving like that, but I'm hoping we're moving in a direction where companies are less reluctant to trust their most powerful salespeople.

I Swear There Are a Lot of Things on the Internet Not Nearly as Awesome as This.

Via + reference. <-- And if you haven't watched that yet, someone nearby should reach over and hit you.