Creativity Top 5: July 19, 2010 - Old Spice Edition
/Creativity Magazine said it best, this is the campaign all campaigns now want to smell like.
Old Spice: From Ignored To Cool In 30 Seconds
/I remember when the first Old Spice commercial aired bringing a rowdy room to a full stop and then people asking "what was that?", "I'm on a horse", "the man is on a horse" and on and on. Much has been said about the evolution of the campaign, from the follow up commercials to the current social media campaign where The Man Your Man Could Smell Like personally responds via video to a multitude of comments on twitter, youtube, facebook and all over the web.
But I just want to take a moment to celebrate the behind the scenes of the campaign, the creative team, the account team and Old Spice for so openly and daringly embracing a sense of joy, wonder and fun. Above all I want to celebrate Isaiah Mustafa. He has gone from complete unknown working actor to being at the epicenter of popular culture. With each new commercial TMYMCSL becomes more engaging, and yet the actor seems to shine through with a glint in his eye. He somehow communicates so many messages at the same time with such effervescence. He has made Old Spice cool again.
How can you not love a campaign and an actor that bring you this:
Prolific Writer Martin Mayer Interviewed in 1987
/Another great find by the folks at AdPulp. Mr. Mayer touches on technology, the evolution of media, news-making, finances, freelance work, international economics and many more subjects with insight that holds true today. File this one under “The more things change, the more they stay the same.”
via adpulp.com
Trend reversal used to promote new tv show
/While book publishers are quickly embracing video to sell books, with movie-style trailers and vook conversions, in a reversal of the trent A&E releases the pilot script of their new series “The Glades” to promote the show. In partnership with Barnes & Noble, you can get a free copy of the script for the first episode at select B&N stores and as digital downloads at B&N.com, the A&E website and Facebook.
As clever an idea as it is, in this case I don’t think it works. “The Glades” is yet another site-specific crime procedural, this one set in South Florida. While some of the many procedurals that are currently on the air are embraced by viewers, they usual do so because they possess a distinctive character and visual style. Reading the script, which features a caiman as a plot device, a predictable twist and an obvious display of product placement, it is very hard to imagine what this show will look and feel like. As written it did not feel enticing enough to make me want to watch it.
On the other hand A&E should be praised for trying something markedly different to stand out. I almost wish that instead of another cop show this promotional idea was used to sell a show set in a bookstore instead.