What went into Wieden + Kennedy’s development of the oft-quoted commercial?
A Twit.TV video tells the story behind Wieden + Kennedy‘s creation of “The Man Your Man Could Smell Like” for Old Spice. The 19:35 length video focuses on the process of producing the spot – 3 days of shooting to capture the idea in a single shot, how CGI was avoided, casting, etc. W+K’s Craig Allen and Eric Kallman (the copywriter and art director behind the concept) also expressed that the campaign was developed to be funny enough for both the men that wear Old Spice, and for the women that oftentimes make the bath & body purchase decisions for the household.
Personally, we think they were successful at speaking to both genders in a relate-able, break-through and equally satirical fashion – though it would be interesting to know how the campaign has performed in changing brand perceptions or lifting sales. From a social media perspective, the campaign’s Facebook page has somewhat surprisingly only garnered about 573 “likes”, while the ad has amassed over 10 million views on YouTube. It has also earned hundreds of spoofs.
The “making of” commentary also offers a great example of using the process to tell your brand’s story.
Watch the video below:
Wieden + Kennedy