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Danny Wright
30
June
the brand your brand could be like
Last week Wieden & Kennedy Portland's "The man your man could smell like" TV ad for Old Spice scooped this year's Cannes Film Lions Grand Prix. And very well deserved it was too.
The video has over 11 million views and has completely reinvigorated a brand that, since I’ve taken notice in how I smell (that’s at least two years!), has been a bit of a joke.
As jury president Mark Tutssel said, “it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet."
That’s the great thing about it – it shows that no matter how a brand is perceived, nor how long it has been perceived in this way, a clever, funny, self-aware advertising campaign can completely transform what you think of it.
It’s an ad you want to watch, and show to your friends, and put on Facebook and Twitter. Put simply, it’s not only a TV ad but has all the elements to be completely viral. That’s what your ad should be like.
