Watching NBC, CBS, Fox? What about the Old Spice channel on YouTube? Now that’s a new one, isn’t it? Hard to believe that, according to an article in Advertising Age, the Old Spice commercials featuring Isaiah Mustafa and his responses to viewers Tweets have garnered 57 million views—yes, your read that correctly, 57 million views. Not only were the initial commercials creative in their use of Mr. Mustafa and their special effects – shot in one take. (Look at one closely to see if you can see any cuts between scenes. You can’t.) What impresses me is the interactive quality between Mr. Mustafa’s video responses to Tweets from celebrities and everyday people (Are they fake. I don’t know, but I don’t care.). There’s pleasure to be had here, and pleasure is the key to engagement. All of this taking place outside of mainstream media.
