Hasta La Creative!

Isaiah Mustafa, who recently returned to the Old Spice world in a British campaign, is now fronting a new online initiative for the P&G brand's new body spray. The campaign is built around nine bogus websites that advertise fake, faux-manly products and services—like black leather sheets, spray-tan parties, push-up muscle shirts and more—and Mustafa's comical disdain for all of them, and anyone who would be sucked in by them.

You can send the sites to friends as a prank (via Twitter, Facebook or email), and when they try to click around, a warning buzzer sounds and Mustafa appears to deliver a good scolding—an "Internetervention"—in his trademark style. A different video plays on each site, and there are all sorts of sight gags and other funny bits.

Check out the nine sites and accompanying videos below.

Credits at the bottom of the post. Via The Denver Egotist.

www.glitzelectronics.com
www.partytanz.com
www.zaneckworkouts.com
www.toughsheets.com
www.smellpulse.com
www.theflatteringman.com
www.brodominiums.com
www.freshbodycoupons.com
www.flavorpatch.com

CREDITS
Client: Old Spice
Project Name: "Internetervention"

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Craig Allen, Jason Bagley
Interactive Creative Director: Matt O'Rourke
Copywriter: Andy Laugenour
Art Directors: Matt Sorrell, Matt Moore, Croix Gagnon
Executive Interactive Producer: Mike Davidson
Interactive Producer: Ben Sellon
Account Team: Liam Doherty, Yaya Zhang, Michael Dalton, Jessica Monsey
Executive Creative Directors: Susan Hoffman | Joe Staples
Director of Broadcast Production: Ben Grylewicz
Director of Digital Production: Pierre Wendling
Group Media Director: Kelly Muller
Associate Media Director: Kerry Antos
Media: Lisa Feldhusen, AJ Blumenthal
Technology Lead: Ryan Bowers
Business Affairs Lead: Cindy Lewellen
Print Producer: Heather Smith Harvey
Group Strategy Director: Britton Taylor
Brand Strategy Director: Anibal Casso
Digital Strategy Lead: Michael Holz
Social Strategist: Danny Schotthoefer
Director of Interactive Strategy: Zach Gallagher

Digital Production Company: Stinkdigital, New York

Production Company: Skunk
Director: Craig Allen

Editorial: Arcade Edit
Editor: Geoff Hounsell
Assistant Editors: Sean Lagrange, Dean Miyahira
Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Producer: Leslie Carthy

VFX: Timber
Creative Directors: Kevin Lau, Jonah Hall
Producer: Shelby Wong
Lead Flame Artists: Chris Homel, Matt Lydecker, Jan Cilliers
Assistant Flame Artists: Eli Beck-Gifford, Austin Hickman-Fain

Sound Design and Mix: Barking Owl
Executive Producer: Kelly Bayett
Engineer: Brock Babcock

You might think Dos Equis' mind-bendingly classy pitchman was too busy saving supermodels on the far side of the world to spend any time answering to the dweebish hoi polloi on an Internet forum. Guess again. Jonathan Goldsmith, the actor who plays the brewer's "Most Interesting Man in the World," took to Reddit last week for an "Ask Me Anything" Q&A session with the site's community. While he's quick to point out he's had roles in some 350 movies and TV shows, he's also a crowd pleaser. The lion's share of his banter is very much in character. For example, what does he drink when he's not drinking beer? "A gin martini or almost anything from the Isle of Islay," of course. What are the seven words Eskimos use to call his beard? "Lovely, strong, ticklish, charming, mysterious, tasty, electric." How often does he get recognized? "Very often. A set of twins jumped out of a Rolls Royce to meet me in Hollywood traffic." His feelings toward fellow hyper-suave pitchman, Old Spice's Man Your Man Could Smell Like? "Isaiah [Mustafa] is a friend and a charming gentleman." But it's not all fun and games. Goldsmith did the Q&A to raise money for nonprofits Clear Path International and Mines Advisory Group, and their efforts to remove explosives from postwar zones like Vietnam. The actor's appearance has the masses clamoring for more, with one commenter challenging Dos Equis owner Heineken and Old Spice parent P&G to pair up Mustafa and Goldsmith for a "summer action blockbuster film," with part of the proceeds going to the mine-clearing cause. It's a great idea. Allow us to join in the pipe dreaming, and point out that the title more or less writes itself: "The Most Interesting Man Your Man Could Smell Like—in the World." 

More goofiness from Old Spice and Wieden + Kennedy—a scratch-and-sniff banner ad, which of course they're calling the world's first. It's running over on The Onion's sports section. Clicking on it takes you to a form you fill out—after which they'll send you something in the mail that will let you "smell the Internet." It lacks the immediacy of real scratch-and-sniff gimmicks, perhaps, but spares you from looking like an idiot at the office with your nose to the computer screen. It promotes the Wolfthorn line of products.

It says something about banner ads that the best ones—with a few exceptions, like this and this—are the ones that are laughably, shareably bad. You've seen them. And now Old Spice is parodying them. Or rather, its new marketing chief, Mr. Wolfdog, is parodying them. He posted the five banners below to his Tumblr today, with the same note on each: "I have achieved another mountain of a business achievement. I have made effective banner ads." Wolfdog may be a shameless, talentless moron, but he's not wrong—and in that sense, he may be the most hilariously prototypical CMO ever. Since introducing himself to the world on Monday, Wolfdog—the marketing brains behind the Old Spice Wild Collection "smell products" (influenced maybe a little by Wieden + Kennedy)—has been busy all over the Internet. He's posted more YouTube videos; made a Pinterest page, Vine videos and an album of inspirational business music; hosted Google+ Hangouts with his Twitter followers; posted a toll-free number (866-695-2407) to help those who need to look busy at work; played Call of Duty: Black Ops II on Xbox Live; made animated GIFs; and whipped up websites like worldsbiggestchart.com. In short, he's done everything (and much more) that a marketing director should do in social media—while inherently poking fun at how hollow and rote and mindless it all is. Which of course is what makes it actually amusing and worthwhile. Such self-referential anti-advertising could feel overly cynical, but here it rises above—as usual for this agency and client—by the quality of the writing.

Dia 21 de dezembro está cada vez mais próximo. Se a data não te lembra nada, então a gente explica: é o dia previsto para o mundo acabar, segundo o Calendário Maia. Se vai acabar ou não, cada um tem sua opinião. O que importa é que nas próximas 4 1/2 semanas, Dikembe Mutombo tem de salvar o mundo e ele precisa da sua ajuda para isso. Hein? É o advergame Dikembe Mutombo’s 4 1/2 Weeks to Save the World, da marca Old Spice.

Feito em 8-Bit, o jogo começa com a introdução acima e pode ser jogado neste microsite. Ótimo para passar o tempo e dar umas boas risadas.

Criação da Wieden + Kennedy Portland.

Post originalmente publicado no Brainstorm #9
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