Even though Old Spice seemed to be on to a winning formula, they have dared to try something different: introducing their new campaign, ‘Believe in your Smellf’. And no, that wasn’t a typo.
These sensitive, empowering new adverts promote their new ‘Champion’ scent and their first instalment broadcasts a man quite the opposite of Terry Crews. Enter the sensitive man:
But Old Spice have stayed true to their interactivity element, (did you make sweet muscle music last time?) and this time it’s in form of ‘Dikembe Mutombo’s 4 ½ weeks to save the world‘. This ridiculous yet strangely engrossing game is based on the idea that the world is set to end on 21st December when the Mayan calendar ends; Dikembe Mutombo (ex-NBA star) graces our screens with a scarily long waging finger and we control him as he tries to solve his first task, ‘The Great 2012 Dance Crisis’, by throwing bottles of Old Spice at people dancing a popular South Korean dance…
The great thing about this (other than the 80s style game animation, repetitive soundtrack and brilliant story telling) is that a new game level is released each week in lead up to the end of the world. Thus encouraging people to come back again and again for another dose of Old Spice silliness.
I for one am now craving to return to a simpler time, when game playing involved pointing, clicking and occasionally button bashing. Thank you Old Spice.
Tags: Believe in your Smelf, Computer Games, Dikembe Mutomob, Gagnam Style, interactive, marketing, Mayan Calendar, Old Spice, Terry Crews, YouTube