Mustafa has stolen the hearts of millions of Americans with his ads that mix stream-of-consciousness narration with surreal special effects. In the video, he answers librarian Andy Woodworth‘s question–how do you feel about libraries?
Here’s more about the campaign: “W+K has taken the Old Spice man to new levels, using a social media strategy we’ve yet to witness. Set against a backdrop of his shower, the towel-clad man is making ongoing videos in response to comments that people are dropping on YouTube and Twitter regarding the campaign (with each script better than the last). Join in the fun and go check this out by clicking on the ‘Responses’ to the right. Give that team at Wieden a raise and a handful of Cannes Lions.”