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Old Spice talks to the ladies, man

The scent associated with older gents gets an image makeover with a humorously sexy commercial for its body wash that’s become an online sensation.

Los Angles Times = By Adam Tschorn

Since launching online just over a month ago, Old Spice’s “Smell like a man, man” commercial has been a viral Internet sensation; the original 30-second ad had logged 4.3 million hits by late last week, making it the sixth-most watched YouTube video of the last 30 days, and it caused a nine-fold increase in monthly traffic to OldSpice.com in February.

You’d need to be barricaded in your man cave to have missed the suave fellow with the six-pack abs, towel wrapped around his waist, who steps out of the shower and brandishes a bottle of body wash.

“Hello ladies,” he says. “Look at your man. Now back to me. Now back at your man. Now back to me. Sadly, he isn’t me. But if he stopped using lady-scented body wash and switched to Old Spice, he could smell like he’s me.”

That’s Isaiah Mustafa, actor and former pro football player, who, in over-the-top mock earnestness, exhorts males of the species to drop the girlie goop and “smell like a man, man.” One moment he’s on a boat, brandishing an oyster filled with “tickets to that thing you like” the next, he’s got a handful of diamonds.

The 30-second ad, packed with quirky wink-and-a-nudge humor, ends with a camera pulling back, revealing the shirtless Mustafa on horseback. He then — quite unnecessarily — tells us, “I’m on a horse.”

… Old Spice’s Moorhead says it’s too early to tell how the popularity of the new ad will translate into sales. “We feel it’s got tremendous legs and that it’s going to lead to strong business results,” was all he’d say. But the brand doesn’t appear to be resting on its scented laurels.

“We just launched a line of [antiperspirant] scents named after places you might want to go,” he said. “They’ve got names like Matterhorn, Fiji, Denali and Cyprus.”

Although no one was willing to discuss the upcoming marketing campaign for that, we have an idea that might work:

The camera focuses in on Isaiah Mustafa in the middle of a blizzard. He’s wearing lederhosen and no shirt, and has a feather in his Tyrolean hat and a rope clenched in his teeth. “Hello, ladies, I’m scaling the summit of the Matterhorn.

“And I’m on a horse.”

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