Old Spice returns with ‘intervention’ prank websites

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Old Spice has become famous for pioneering viral video ads, and its latest campaign sees the return of Isaiah Mustafa in a series of prank ads that look set to get consumers sharing in droves. Old Spice has designed 9 spoof pages advertising rather vain products, ranging from a muscle shirt that shapes flab into toned abs and a gold Bluetooth headset, which slowly morph into a video ‘intervention’ from Mustafa.

Brand: Old Spice | Sector: Health and Beauty, FMCG| Country: Global | Objective: brand awareness, consideration and purchase | Format: Social, Email, Video, Viral

The sites are made for people to send on and ‘prank’ their friends, via social media or email, amplifying the campaign by giving consumers a genuine reason to share the videos.

A series of display ads were also created. When a user lands on one of the product websites, the HTML elements quickly fall away to reveal a full-browser video featuring Mustafa, who implores the viewer to do better with their lives.

Push Up Muscle Shirt

Neck Workouts

Solid Gold Bluetooth Headsets

100% Leather Sheets

Protein cologne

Spray tan parties

Brodominiums – condos inside gyms

Bargain tattoos

Soulpatch flavor powder


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Ad agency Wieden + Kennedy, worked on the campaign, having produced previous successful campaigns including ‘The Man Your man can Smell Like’ and ‘Muscle Music’.

Agecny StinkDigital also we created a series of banner ads for the spoof products that ensnared people to click through.

With films directed by longtime W+K creative Craig Allen and produced by Skunk in Los Angeles.

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