In yesterday's post I mentioned some of the car adverts that are being featured on YouTube ahead of the Super Bowl tonight. Today I will examine what one brand, Old Spice, is doing to follow up on its previous success.

Old Spice’s Viral Renaissance

Old Spice was suffering a waning image in late 2009. Its customers were elderly men and they were seen as “un cool”. They created the “Old Spice guy” for the 2010 Super Bowl. A lean, handsome man your man could smell like.

The campaign was only planned to air on TV, but the morning after Super Bowl the ad had made it onto YouTube. Within a month it was the hottest video around. Old Spice took note and followed up with “Old Spice Guy Gets Personal”, “Old Spice Guy Explores” and “Old Spice Guy Voicemail”.

As Old Spice Guy was still around in late 2010, Old Spice did not create a specialised Super Bowl campaign in 2011. They have however been busy for 2012.

Terry Crews – The New “Old Spice Guy”

New Old Spice guy is NFL Star, turned actor, Terry Crews. Produced by comedy duo Tim and Eric, the ads all start as spots for Proctor & Gamble products, cut short as Terry Crews suddenly bursts into the scene yelling “Old Spice is too powerful to stay in its own commercial!”

He then talks about how powerful Old Spice is, and how its incredible power can make you awesome.

If this is the teaser campaign, Old Spice may once again be the top pick for this year’s customary Super Bowl ad showdown.