My YouTube ad of the week: Sue Unerman, MediaCom

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Sue Unerman reviews Old Spice "mano-a-mano in El Baño"

Sue Unerman, chief strategy officer, MediaCom

Why I like this

Why wouldn't I like this? I don't know anyone who didn't like the Old Spice creative from last year. It has clocked up more than 35 million views on YouTube and it still makes me smile.

Since the original ad brought Isaiah Mustafa to our notice so charmingly, Procter & Gamble has continued the campaign. We now get the next episode, as a challenger hunk (Fabio) goes mano-a-mano with Isaiah. After a series of executions (spoiler alert), Isaiah sends Fabio to oblivion.

Wish I'd thought of

This copy is thoroughly entertaining. It has repositioned the brand and will be talked about as a case study for the foreseeable future.

However, it is something more than this. Procter & Gamble produced the original TV soap operas in the 50s, and with Old Spice it is returning to its roots in a modern sense by producing an internet soap sensation.

The Old Spice content isn't a hard-sell. It acknowledges that the audience is in on the joke. There are already calls for an Old Spice movie from fans. More than anything else, when it came down to it, in this episode the best man won.

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Old Spice


Build the Old Spice brand by taking on the story of Isaiah Mustafa, the Old Spice Man, who was an internet sensation last year.


A face-off between Isaiah and Fabio as they “fight” for the mantle of Old Spice Guy. They go “mano-a-mano in El Baño”. The result of this showdown was generated by fan votes via Twitter and other social media platforms.


Wieden & Kennedy Portland

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