Grant McCracken: The Most Interesting Men In The World
So where is this guy from, why are we using him, and why is he, in the Old Spice case, so spectacularly successful as a cultural artifact?
He wouldn’t be afraid to show his feminine side, if he had one.
His mother has a tattoo that reads “son”
At museums, he’s allowed to touch the art
He is the most interesting man in the world!
We have 3 campaigns that feature a certain kind of man. I refer to the most interesting man in the world. Sorry, I mean of course, the most interesting man in the world!
This Dos Equis ad.
The Old Spice ad featuring Bruce Campbell.
The more recent Old Spice ad.
And most recently, the DQ ad in which a guy says “I’m not just playing a guitar, I’m playing a guitar that sounds like dolphins.”