Quick Summary
- Old Spice’s “The Man Your Man Could Smell Like” scored 40 million YouTube views in its first week and became a viral juggernaut.
- The campaign flipped gender targeting and used surreal comedy to reboot a brand people had forgotten existed.
- Sales of body wash doubled, the internet imploded (in a good way), and Old Spice became the unexpected king of cool.
In 2010, Old Spice released a commercial that opened with a towel-wrapped man staring straight into your soul and saying, “Hello, ladies.”
By the end of the ad, he was on a horse. By the end of the week, the brand had transformed from your grandpa’s cologne to an internet phenomenon.
This commercial was a weird, wonderful reset button—and it worked better than anyone could have imagined.
The man who saved Old Spice—on a horse.
The Old Spice Backstory
Old Spice had history, sure—it was the stuff of medicine cabinets and Father’s Day gift packs. The brand had held on to nostalgia while younger audiences drifted toward Axe and other brands that screamed “modern.”
The brand needed a major refresh. Old Spice called on Wieden+Kennedy, who stepped in to blast away the dust and drag Old Spice into the meme era.
Their plan was bold: Embrace the ridiculous, use the comedy like a sledgehammer, and speak directly to the people who actually buy the product. (Spoiler alert: It’s not always men).
The result was a campaign that didn’t look—or sound—like anything else on TV.
Campaign Overview
The first ad in the campaign drops you right into the deep end. Isaiah Mustafa, the impossibly charming “Old Spice Guy,” delivers a rapid-fire monologue without blinking.
The set shifts behind him in real time: He’s in a bathroom, then on a boat, then magically on a horse. The message? “Your man isn’t me. But he could smell like me.”
The whole thing plays out like a fever dream directed by Wes Anderson’s funnier cousin—and that’s exactly why people couldn’t stop watching.
The campaign exploded online. But instead of letting the buzz fade, Old Spice fired back with over 180 personalized video responses to fans on Twitter and YouTube.
Mustafa stayed in character, answering questions from celebrities, brands, and random commenters—sometimes quoting Shakespeare from a hot tub. It was smart, surreal, and years ahead of its time in terms of audience engagement.
The Evolution of an Icon
The original ad’s success kicked off a long, wild run for Mustafa. He starred in a series of follow-up commercials, each more over-the-top than the last.
In 2015, he faced off with Terry Crews in a campaign that turned into an all-out comedic rivalry—Mustafa smooth and collected, Crews loud and explosive.
Tenth anniversary
In 2020, Old Spice celebrated the campaign’s 10-year anniversary with new ads featuring Mustafa and actor Keith Powers as his on-screen son. The dynamic poked fun at generational shifts in masculinity and grooming, with Mustafa playing the slightly bewildered Old Spice dad.
Mustafa and “son”: “Let’s settle this over a game of . . . horse.”
2025 Super Bowl Reprisal
In a surprise twist, Isaiah Mustafa returned as the iconic shirtless Old Spice Guy in Instacart’s 2025 Super Bowl ad. The teaser showed him mid-monologue before being interrupted by a parade of brand mascots—Mr. Clean, the Kool-Aid Man, the Pillsbury Doughboy (riding a Heinz wiener dog), and even a horse (of course!) peeking through the wall.
The full ad leaned into nostalgic chaos, using beloved mascots to highlight the platform’s massive product range. Mustafa brought just the right amount of smooth swagger to anchor the mayhem.
Key Success Factors
Targeting women—on purpose
While most men’s grooming ads targeted men, Old Spice aimed its message at women—the ones often buying the product. It gave the brand a fresh angle and unexpected voice that stood out immediately.
Owning a completely original tone
The ad was confident and ridiculous in equal measure. It struck the perfect balance between satire and swagger, creating a voice that was unmistakably Old Spice—and impossible to ignore.
Rewatch-worthy visuals
The seamless transitions and visual gags made people hit replay just to figure out how it was done. That replayability helped fuel its virality.
Real-time social genius
Old Spice filmed custom video replies to questions—from fans to celebrities like Alyssa Milano and Ryan Seacrest—within minutes. The spontaneity, combined with Mustafa’s flawless delivery, turned social media into a live performance stage.
Innovative Elements
Cool effects
The ad’s seamless, one-take feel relied on practical effects, not CGI. Moving sets, timed prop work, and Mustafa’s cool under pressure gave the spot a theater-like energy.
At a time when most brands leaned on digital polish, Old Spice proved that clever in-camera execution could still drop jaws.
Personality reboot
The campaign did much more than repackage a brand—by giving Old Spice a new identity. The tone was quirky, bold, and self-aware. It redefined the brand without abandoning its heritage.
Breaking the fourth wall
Mustafa didn’t pitch. He talked to viewers like he was in the room, which made the ad feel personal. That direct connection broke the typical ad mold—and made the whole thing funnier.
Character over campaign
With this campaign, Old Spice created an unforgettable character—one that audiences wanted more of. Mustafa quickly became an oh-so-memeable pop culture icon.
Digital as part of the plan
Old Spice turned social media buzz into the campaign’s second act. By treating the internet as a two-way stage, Old Spice set a new bar for digital engagement.
Impact and Results
Explosive viewership
The original ad pulled in 40 million views in its first week. The real-time response videos added another 80 million views, cementing Old Spice as a digital trailblazer.
Skyrocketing sales
According to Nielsen, body wash sales jumped 125% within six months. The product became the #1 men’s body wash in the U.S., proving the creative buzz translated into real dollars.
Awards
The campaign swept the awards circuit with a Cannes Grand Prix, a Primetime Emmy, and nearly every major advertising honor. It wasn’t just popular—it was a masterclass in creative marketing.
Reputation transformation
Old Spice went from “dad brand” to meme-worthy must-have. It shook off decades of dusty perception and connected with an entirely new generation of buyers.
Marketer Takeaways
- Target the people who actually buy your product. Sometimes the end user isn’t the decision-maker. Speak to the shopper.
- Give your brand a voice that cuts through. Humor, weirdness, swagger—whatever it is, make sure it’s unmistakably yours.
- Don’t treat social media like leftovers. If you’ve got something to say, say it where your audience already lives.
- Create characters, not campaigns. Memorable personalities build lasting brand equity—and fans want to follow them long after the ad ends.
