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Posts Tagged ‘Isaiah Mustafa’

‘The Man Your Man Could Smell Like’ Returns with ‘Interneterventions’ for Old Spice

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Isaiah Mustafa, “The Man Your Man Could Smell Like,” returns for W+K Portland’s new “Interneterventions” campaign for Old Spice from executive creative directors Susan Hoffman and Joe Staples (full credits forthcoming, we hope).

W+K created nine fake websites for the campaign, for products such as “100% Black Leather Sheets,” “Illegal Neck Workout Machine,” “The Push Up Muscle Shirt,” and “Soul Patch Powder.” When users visit these site they are met with an “Internetvention” from Mustafa, who chides them on their poor life decisions and suggests that they can start turning things around by using Old Spice. There are nine separate executions for the nine different sites, each employing (like the sites themselves) W+K’s often imitated brand of humor. Visitors can also choose to prank their friends by forwarding them the sites on social media, a pretty clever way to get people to spread the campaign. Since the sites and the executions themselves are fun to watch, people may actually be driven to share the links. I mean, why wouldn’t you forward your buddy a link to “Brodominiums,” the condominiums located inside a gym?

Internetervention

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Old Spice Guy Attracted to Smell of Downy Girl

From Grey NY comes a new spot for Downy Infusions, the best fabric softener for twirling around the in park with your freshly softened dress. Wait, what kind of creepy park is this where the flowers are dying at such a rapid rate? Despite its beauty, this is not the kind of park an innocent fresh-smelling girl should hang out in by herself.

Anyway, who better to ride up to meet our Downy girl than Isaiah Mustafa? Yes, apparently “The Man Your Man Could Smell Like” uses Downy fabric softener on his lavender linens, which is totally forgivable if your man also looks like Isaiah Mustafa but incredibly confusing for the average TV viewer.

So, how did W+K feel about their golden boy being used in a spot by a competing agency? About as well as you’d expect…er, maybe a little worse than you’d expect. According to a source, W+K “demanded” to be on the set for this spot, which is weird considering they don’t exactly own Mustafa, nor are they still using him in Old Spice ads. Is this alleged watch-dogging a byproduct of paranoia, megalomania, or simply a dedicated approach to quality control? Leave your guesses in the comments, and if you have any more information on how this devastatingly awkward-sounding shoot went down, send us a tip!

Sports Gambling Site Breaks into Shampoo Commercial

Ah, male nudity, amirite guys?

As we in the grand ol’ U.S.A. approach the kickoff of football season, the UK is doing the same with their far less manly, less brutal and less exciting version of the game. Yes, domestic soccer season is on its way, and that means it’s time for lads and lasses all over Western Europe to head to their nearest betting parlor and make some bad decisions.

To honor the occasion, betting and gaming brand Ladbrokes along with agency SapientNitro are breaking into other brands’ ads (a la Old Spice) that feature chiseled, toweled men (again, a la Old Spice). Apparently, Ladbrokes’ app will give you a free bet up to £50 (approx. $78 ‘merican) and also give you the opportunity to hit a female model in the face with a soccer ball. Honestly, you don’t need clever creative to get gambling addicts to quickly turn a “free bet” into a huge win for the house, so de-toweling Sky football pundit and former player Chris Kamara will do just fine. Also, that guy yelling “Kammy, shampoo no! Football is on!” is legendary Italian commentator Tiziano Crudeli, just so you know.

Says SapientNitro CCO Malcolm Poynton, “In this campaign we wanted to parody the endless number of ads throughout televised football that use retired sportsmen and women to promote brands, all which take themselves way too seriously.” So, uh, take that, Isaiah Mustafa, we guess. Credits after the jump.

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Terry Crews Takes Over, Yells Aplenty in Latest Old Spice Work

When he’s not filming Sly Stallone’s sequel to the bloody, guilty pleasure opus that is The Expendables or cracking us up as the penny-pinching pops on syndication in Everybody Hates Chris, Terry Crews is once again screaming at the screen in a series of new spots for Old Spice. W+K continues its onslaught for the P&G brand in a series of spots promoting the Red Zone body spray line.

We kind of like how Crews serves as the boisterous, aggressive counterpart to Isaiah Mustafa‘s smooth baritone casanova, though we’re not sure how this will disrupt our sleep patterns when it airs as yours truly dozes off to the telly at night. By the way, you might know the directors from the campaign, Tim Heidecker and Eric Wareheim, aka the minds behind Tim & Eric Awesome Show, Great Job. In phase two of the “Smell the Power” campaign, look for co-branded television advertisements with fellow P&G brands Bounce and Charmin. Check out three more clips and credits after the jump.

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W+K Gives Isaiah Mustafa a Breather in Latest Old Spice Campaign

You know, these ads just aren’t the same without Isaiah Mustafa, but then again, maybe it was time for W+K Portland to make a fresh start with its valuable client, Old Spice. But we don’t know if this spot, which may have been copywriter/art director Eric Kallman‘s last writing effort for the brand (didn’t he jump to BFG9000 already?), is it. Here, a sea captain with the worst fake facial hair since Theo and Cockroach on The Cosby Show charms a lass while punching an octopus. The swagger and nod to Mustafa is still in effect, but our swooning has long since ceased. TV credits and a print element after the jump.

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Old Spice Responds to AdAge Piece

Just in case you didn’t read Jack Neff’s AdAge item about the Old Spice campaign, here’s your summary: The YouTube views were dandy, Isaiah Mustafa is the man but the actual sales of Old Spice body wash declined by approximately 25 percent. Well, here’s the rather generic response from the P&G brand:

“Since the well-known “Responses” campaign last July, Old Spice has strengthened its market position and delivered solid growth in the high single/double digits.

The Ad Age mention of a sales decline of 24 percent refers only to Old Spice Body Wash, a small part of our portfolio.  The Old Spice brand overall continues to deliver solid growth.”

Fabio, Old Spice Guy Respond to Us Directly

Wow, glad you heard us loud and clear, guys. Smack dab on the Old Spice YouTube homepage comes a direct response from the Isaiah Mustafa and Fabio, the two combatants in the “Mano a Mano in El Bano” that was launched yesterday by Wieden + Kennedy. In their response, both men refer to our reference to Zoolander in yesterday’s post about the campaign while offering their own unique brand of braggadocio. It looks like our penchant for spouting old, tired pop culture references finally paid off. Best of luck in the battle, gents.

Tuesday Morning Stir

-Kraft Foods puts its global Trident account into review. link

-Netflix’s strong Q2 report was overshadowed by angry customers. Can you guess the reason? link

-So, why did RIM cut 2,000? link

-In case you missed Isaiah Mustafa‘s Fabio rebuttal, here you go (above). link

-Swear words never looked so pretty. link

Fabio Challenges Old Spice Guy to Internet Duel

We haven’t seen a challenge this intense since Derek and Hansel’s “walk-off” in Zoolander. Now that Fabio somehow worked his way into the Old Spice world, the long-haired Harlequin model and “I Can’t Believe It’s Not Butter” pitchman is ready to really step to the one and only Isaiah Mustafa, challenging the beloved (and some say overexposed) Old Spice Guy to an online duel. Welcome to W+K’s next iteration of its wildly successful campaign for the P&G brand. You can expect a rebuttal from Mustafa here within the hour and this “duel” to go on for some time.

The Isaiah Mustafa Blitz Continues

We’re sure there’s many of you who think the Isaiah Mustafa-led Old Spice campaign has lost its luster, and perhaps some of the more recent spots have sullied the once-novel concept. But that hasn’t stopped Wieden+Kennedy from continuing to use its buff pitchman, who returns to dazzle the ladies and continue his role as  in this latest installment entitled “Fiji.” Does the fresh scent of Fiji make your man smell like a never-ending tropical sunset, personalized love song melody and a romantic puppy surprise? Mustafa says, “yes.”

Credits and an example of the print component after the jump.

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