Well so many have been talking to him and sending videos that the Old Spice system broke down.
The ad for Procter & Gamble’s Old Spice Red Zone Body Wash featuring actor Isaiah Mustafa, won the top TV gong at Cannes and now it’s become a viral phenomenon. Isaiah ‘talks’ to those customers who get through (or maybe the people who fancy him who get through) leading agency Wieden & Kennedy to claim it as the first ‘real time’ ad campaign.
It’s now off the net while the agency tries to come up with more ideas. Or maybe Isaiah needs a break.
A brilliant coup for all concerned of course, although one fears what other advertisers, stung into competitive action, will come up with.