2011 has already been a great (short) year for branded viral videos, but it's about to get a whole lot better. Isaiah Mustafa, known across the Internet as "Old Spice Guy" is returning for a second engagement as the suave Old Spice pitchman. Currently the promotion calls for three new commercials starring Mustafa, the first of which will hit the airwaves in about two weeks. Considering that the online video world is still feeling the ripples caused by Old Spice Guy's huge marketing splash in 2010, it's a safe bet that this new campaign will be highly anticipated by fans and other brands alike.
In something of a first, the brand has actually created a teaser trailer for their upcoming commercials–that's a pretty good indication right there at how uniquely popular this character has become. Here's Mustafa himself to tel you why you should be excited about his upcoming branded videos:
What's really odd is that this teaser video was uploaded to YouTube on January 20th–six days ago–but nobody really noticed until today. Of course, there are hundreds of videos starring Mustafa on the Old Spice YouTube channel, and the use of the same costume and background on this teaser might make it hard for the new clip to stand out.
If you're getting deja vu, it's because the first Old Spice Guy campaign launched around this time last year–the day after the Super Bowl, in fact. And the date of the first spot in this new promotion? February 7, the day after the Super Bowl.
This new campaign will be run by the same genuises that handled the last one–Portland's Wieden+Kennedy–so the odds are good we're in for some good stuff. I have to believe they're going to include something new and unexpected in the promotion, since simply recreating new versions of the same ads will be a huge letdown for the viral audience that has come to expect greatness.
And actually, they've already announced some of the tricks they have up their sleeve. For instance, one special fan is going to win the right to debut the first new commercial on their own personal Facebook wall.
Oh, and as far as the long-running debate over the original ads' effectiveness? Proctor & Gamble says that sales increased by double-digit percentages due to the first campaign. And the fact that they've brought him back for another round is a pretty good indicator that they believe he impacts their bottom line.
What do you think? Are you already tired of Old Spice Guy, or are you excited about his return? Personally, I'm thrilled to have him back. Who better to set the bar for branded video in this coming year than the guy that dominated the viral world last year?
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