Old Spice – The Man Your Man Could Smell Like
Advertising campaignAbout
The Man Your Man Could Smell Like is a landmark advertising campaign launched by Old Spice in 2010. Created by Wieden+Kennedy, it features actor Isaiah Mustafa as the quintessential "Old Spice Man," embodying a charismatic and humorous persona. The campaign aimed to revitalize the brand's image, moving away from its traditional "dad-like" perception to appeal to a younger demographic. Mustafa's deadpan delivery and the ad's absurdity—such as transitioning from a bathroom to a yacht and finally to horseback—captivated audiences with its blend of humor and satire, poking fun at traditional masculinity stereotypes. The campaign was highly successful, doubling Old Spice's body wash sales and significantly increasing its market share. It targeted both men and women, leveraging the fact that women often influence men's grooming product purchases. The ad's viral success was fueled by its originality and humor, making it a cultural phenomenon with over 60 million YouTube views. The campaign's impact extended beyond sales, transforming Old Spice into a bold and contemporary brand in the men's grooming sector.
