User:GeeJo/Sandbox/The Man Your Man Could Smell Like

http://www.huffingtonpost.com/kit-yarrow-phd/guys-gone-wild---for-groo_b_667342.html

The Man Your Man Could Smell Like is a television and cinema advertisement launched in 2010 by Procter & Gamble to promote a new line of body washes under its Old Spice brand in the United States. Creation of the thirty-second commercial, and the campaign of which it was a part, was handled by the advertising agency Wieden+Kennedy. Production was overseen by David Zander, one of the founders of the Los Angeles-based production company Morton/Jankel/Zander. The Man Your Man Could Smell Like was directed by Tom Kuntz, and starred actor and former professional athlete Isaiah Mustafa.

The commercial was first broadcast online on 4 February 2010, and debuted on U.S. television four days later. Its release was widely commented on in the American media, with features appearing in publications such as the Los Angeles Times and the New York Daily News, and Mustafa was invited to appear on several television talk shows, including The Oprah Winfrey Show. The Man Your Man Could Smell Like was a popular, critical, and financial success. By the end of June 2010, it had been viewed online over 11,000,000 times, and had received a number of honours from the advertising and television industries, including the Grand Prix at the Cannes Lions International Advertising Festival, the most prestigious award ceremony of the marketing community.

Background
W+K took account in 2006, from Saatchi & Saatchi - http://www.marketingmagazine.co.uk/news/541231/Old-Spice-moves-account-W-K/?DCMP=ILC-SEARCH

Actors Neil Patrick Harris and Will Ferrell and rapper-actor LL Cool J are among other recent celebrity spokesmen in lighthearted Old Spice ads. - msnbc - http://www.msnbc.msn.com/id/38016276/ns/business-us_business/

was already no.1 in market share, with 20% of U.S. mens deodorant - http://www.businessweek.com/magazine/content/04_44/b3906116.htm

The ads have done an amazing job at revitalising a deeply unfashionable brand through humour. - http://www.creativereview.co.uk/cr-blog/2010/june/cannes-lions-2010-the-winners

Production
Another difference is that it's aimed at men and women who watch TV and movies together, and was deliberately written to appeal to women. The backstory for the category is that men who move away from bar soap to body wash do so mostly by trying out their girlfriend's stuff in the shower. Hence the dude-smells-like-a-lady theme resonates for both guys and girls. - adweek

Also, because this is body wash and not the original Old Spice aftershave, youngish men (25-49) -adweek

craig allen and eric kallman known for their work on Skittles, such as Tube Sock - boards

kuntz known for surrealist comedy in ads such as eyebrows and ''replacement for fruit by the foot - boards

concepted and written by cretive team Craig Allen and Eric Kallman - makingof

aimed at both men and women as women were primary purchasers of bathroom products - makingof

shower was built as a set on one half of a boat (set) on a beach by the waterfront - makingof

shower removed via crane - makingof

shirt rigged with fishing line, and had wire frame inside to keep its shape - makingof

take 56 on day 3, after lunch. Not final take. - makingof

wrote without considering difficulty of shoot - makingof

One tiny bit was computer generated -- when the product pops up in the man's hand. But the rest -- the magnificent sweep from shower to boat to horse -- was all done in one camera take by director Tom Kuntz of MJZ. - adweek - http://www.adweek.com/aw/content_display/creative/critique/e3ibbd92b255f3c388a6a5560966e12e41c

shot in one long take - leo

shot in malibu - mill

VFX done in Flame, Flare and Combustion - mill

previous credits include small roles on Ugly Betty, Castle, and Days of our lives. also former footballer - nyd

The day before the shoot, Mustafa called one of his college buddies from Arizona State University, Jake Plummer, former pro quarterback for the Denver Broncos. When Plummer didn't answer, Mustafa decided to leave a rehearsal of the commercial's script on his friend's answering machine. -nyd

shot diamonds against a black background to composite into final shot. machine pumped diamonds over a hand shape and product rose through. - makingof

actor sat on a mechanism on the boat just before oyster part, and was slid onto the boat as he performed. - makingof

custom-built dolly mechanism - makingof

had to paint out the machine and handlers in final scene using CGI - makingof

crew of 20 people + director - makingof Mill and Kuntz worked on previous old spice ad "different scents" - mill

At the same time, the spot riffs on the brand's nautical heritage (the packaging has always featured ships) with the move to the boat, where, in one of the funniest bits, a striped sweater drops down from nowhere on to our man's fine-smelling shoulders. There's also the signature whistle at the end. - adweek

It took three days' shooting to capture perfection: on take 57. - http://www.campaignlive.co.uk/news/1012515/Cannes-Film-craft-spotlight/?DCMP=ILC-SEARCH

Release
Playing in theaters while couples hit "Valentine's Day" and "Avatar" last weekend hasn't hurt either. - LA mesmerizing audiences all through the Winter Olympics. - http://www.people.com/people/article/0,,20346563,00.html

And though it didn't air on the Super Bowl, some sly media doings made it seem like it did. The ad broke the day after the Super Bowl. It aired on American Idol, the Olympics and Lost. And the agency bought some keywords on search sites to attract people who, in the Super Bowl afterglow, were looking online for funny commercials. - adweek

The spot also hit cinemas on Valentine's Day weekend, playing before Valentine's Day the movie and Avatar. - adweek

featured on youtube's five-year anniversary - http://www.campaignlive.co.uk/news/1006399/Close-Up-whole-world-advertising-fingertips/

Reception
2.9m hits by end of feb - nyd - http://www.nydailynews.com/entertainment/tv/2010/02/25/2010-02-25_old_spices_the_man_your_man_could_smell_like_isaiah_mustafa_gets_big_break_with_.html

11 million hits on youtube by end of june 2010 - msnbc

increased market share following launch of the ad - msnbc

Mustafa has gotten a big public profile boost - nyd

since then, he says, he's been getting a lot more opportunities for work. - LA - http://latimesblogs.latimes.com/gossip/2010/02/isaiah-mustafa-old-spice-commercial.html

He says he's auditioned for a Tom Hanks movie, television pilots and Tyler Perry's upcoming film Colored Girls. - oprah - http://www.oprah.com/oprahshow/Isaiah-Mustafa-The-New-Face-of-Old-Spice/

and "meet the browns" - Springer, Zak; "Up Close With Isiah Mustafa", TV Guide, June 2009.

the high impact of the ad led it to be one of several analysed by marketing research firm Millward Brown for insight on viral advertising - http://www.millwardbrown.com/Global/News/NewsDetail/10-03-10/Millward_Brown_Unveils_New_Pre-Test_Metric_that_Predicts_Viral_Potential.aspx

mustafa interviewed on oprah - boards - http://www.boardsmag.com/articles/magazine/20100501/tomkuntz.html

the 15-second followup commercial was written the day before the shoot. Shot on same day as tmymcsl - makingof

predicted by advertising agency Leo Burnett Worldwide as a contender for cannes - leo - http://www.cannespredictions.com/index.php/2010/06/18/the-man-your-man-could-smell-like/

won cannes - http://www.guardian.co.uk/media/2010/jun/28/cannes-lions-awards

Main rival was The Man Who Walked Around the World and Replay - creativity, http://www.campaignlive.co.uk/news/1012646/Old-Spice-scoops-Cannes-Film-Lions-Grand-Prix/

Still, lots of big-budget TV ads appear on major shows and in theaters and fail to develop any Internet following at all. And given the explosion in personal-care categories for men, this kind of man-humor (the tagline is "Smell like a man, man") isn't exactly unique in advertising these days. - adweek

The original video of the commercial was watched by more than 3.8 million people and another 335,000 viewers saw the making-of video. - http://www.campaignlive.co.uk/news/991282/Viral-View-Switching-screens---when-will-video-advertising-go-mobile/?DCMP=ILC-SEARCH

followed by Questions - http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20100630_151012_6284

CREATIVITY: