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July 16, 2010

Old Spice Guy

I didn’t need the viral campaign to convince me I loved the Old Spice Guy ads. I rewound it the first time I saw it on TV so my wife could see it.

Two points:

1. While I of course admire how cleverly they’ve viralized it, credit where credit due: it would have laid there as inert as a hand-caught silverfish if the content weren’t compelling. And what’s essential about the content, besides the charm of the Guy himself, is that it mocks advertisements, men, the product, and the viewers. Pretty much a clean sweep of ironic commentary.

2. In a viral campaign — as in the general movement of ideas and memes around the Net — the audience is also the medium. We are that through which memes move.

BTW, here’s a look at how they churned out the personalized videos.

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