The 186 responses that the Old Spice pitchman recorded for fans took just a week to eclipse the original TV ads in views, according to Visible Measures
. Those video responses, recorded in seven-minute spurts last week, have accumulated 42.3m views so far and over 35m last week alone, a Viral Chart record.
The TV spots have also done well on the web, with 34.7 million views since “The Man Your Man Could Smell Like” was first posted in February. The responses wouldn’t exist without the original TV ad, but they’re extending the reach of the campaign a lot farther than the two TV ads. Total views including all original spots and responses stands now at 113m:
* “The Man Your Man Could Smell Like” (Feb 4): 22.3m
* “Different Scents for Different Gents” (Feb 5): 4.2m
* “Where Freshness Smells From” (March 15): 2.6m
* “Odor Blocker” (March 31): 29.2m
* “The Return of the Man Your Man Could Smell Like” (June 29): 12.4m
* “Old Spice Responses” (July 13): 42.3m
All this said, the wild success of the Old Spice ad campaign has reminded marketers of something they’d rather not dwell on: even if an ad goes viral, it doesn’t necessarily translate into sales. Last week, Old Spice spots occupied a record-setting four positions on the “Top 10 Viral Video Ad Campaigns Chart,” compiled by Visible Measures, MSNBC noted. But sales of “Red Zone After Hours Body Wash” – the specific Old Spice product the top spot is promoting – have fallen by 7% in 2010, it said, pointing to WARC figures.
wieden + kennedy ‘getting handjobs under the papal robes’ (wklondon.typepad.com)
The Old Spice guy may not have helped Old Spice after all (thegrio.com)
Why the Old Spice Guy Videos Didn’t Help Old Spice’s Sales (prbreakfastclub.com)
We love Old Spice guy! Old Spice Body Wash – not so much (msnbc.msn.com)
Old Spice Viral Ads, Through The Ages (huffingtonpost.com)
Get a personalized response from Old Spice’s Man Your Man Could Smell Like! (pbpulse.com)
Old Spice Numbers Smell Fishy (adcontrarian.blogspot.com)
Old Spice guy personally thanks online fans (adweek.blogs.com)
Old Spice Campaign Stinks? (adland.tv)
The Eternal Truths Behind The Best New Branding Commercials (forbes.com)
The National pops up …
In-demand indie band the National helped build buzz for the release of their fifth album, High Violet, by taking a page from the pop-up retail playbook (WSJ.com 5.8.10). For five nights starting the day of their new album’s release, the Brooklyn band and various artsy pals took over a previously vacant storefront on East Fourth Street, redubbing it the High Violet Annex. The 150-person capacity space was transformed into a free-flowing event featuring rotating live music performances, art exhibits and movie screenings. Details of just what was going down in the space on any given night were purposely kept scarce to maximize the need-to-be-there factor and build up word-of-mouth buzz.
Scott Hansen has compiled a great list of tips and ideas to break out of the dreaded creative blocks we all encounter at one time or another. 25 different creative professionals all give their take on how to get back into the groove when faced with creative obstructions.
How to Kill Innovation: Keep Asking Questions
Sharing his thoughts in the Harvard Business Review, author Scott Anthony believes that content questioning is the real enemy of innovation. Anthony says that “What About…” questions – the ones which endlessly ponder every possible scenario and variable surrounding an idea or plan are what stops real innovation in its tracks.
And what’s the solution? Action.
Future-thinker Shane Hope explores the cultural and technological norms of the distant future, expressing them through the fictional schoolwork diaries of children in the era of “memochems, divvies, and exocortical existence.” His work with Compile-A-Child exists at the intersection of science fiction and imaginative childhood innocence, built on extensions and iterations of emerging themes in transhumanistic cognitive science
(Video) The World According To 9 Year Olds
Questions include: identifying the most famous celebrities, their first computer interactions, and their fears. If nothing else, it will make you feel a bit older than you currently are.
The decade according to 9-year-olds from allison louie-garcia on Vimeo.
Recession Intensifies ‘Couch Potatoism’ as TV, Internet Converge
Some 26% more Americans chose TV as their favorite type of media than they did last year, according to a new study by Deloitte, which lends credence to the theory that the recession has intensified America’s love for television. The study revealed that more than 70% of respondents ranked TV among their top-three favorite media activities; 34% placed it at the top of the list. TV also snared more than double the numbers of the second most popular media choice, the internet, which came in at 14%, according to MediaBuyerPlanner.
# This kind of viral activity is only possible when there is repeat viewing. That means there’s something about these videos that make people want to watch again and again.
Virals Recognized With Their Own Festival.
# They have a sense whimsy. “All of these are ‘feel good’ spots that are fun and don’t take themselves too seriously,”. They provide an escape.
# They all contain the bit of “how’d they do that?” and “is it real?” that many successful viral videos seem to employ.
# And finally, he notes, “Most of these have a deep musical connection, which definitely contributes positive associations. Just look at Apple’s iPod ads for this.”
No longer relegated to living on YouTube, virals have become mainstream and need their due. So goes the thinking behind the second annual Viral Film Festival. The brainchild of French buzz agency Vanksen, the competition seeks to recognize the impact that virals have had in pop culture by giving them a home. The awards will cover the most outrageous clips in eight different categories, including user-generated, music and non-profit.
Gill Linton opines: “Everyone’s a brand strategist these days, including people in the fashion industry whose core business is to produce fashion shows, generate publicity and create ad campaigns. In which case you’d expect fashion brands to be more distinct from each other, wouldn’t you?”
Clothing Firm Pirated Itself… And It Worked Great (techdirt.com)
Fashion brands Burberry and Zara plot online assault
Two of the fashion industry’s biggest names are upping their online investment, with luxury label Burberry set to launch its own social networking site, and high street retailer Zara to go online for the first time. Burberry has created artofthetrench.com as part of a move to deepen its relationship with its customers, create brand advocates and attract new followers. The site will initially feature users sending in pictures of themselves wearing Burberry’s iconic trenchcoat. It will be overseen by Scott Schuman from the influential fashion blog, The Sartorialist. Burberry is currently in the midst of a three-year strategy review, which will result in a greater focus on digital.
If you have to be afraid of something, then fear mediocrity. Some very well written and inspiring advice from Alex Bogusky. Based on a conversation with what sounds like Ari Merkin, he also outlines some of his precepts for success in new business.
1. Tell other people your dreams.
2. The clients you currently have are your true new business machine
3. Find some real passion in the building for the business or take a pass on it.
4. Don’t model yourself after other agencies. Stop stealing all the decks from other shops to find a great pitch.
I am definitely a fan of Crispin (who ain’t?) and while I haven’t always agreed with all Mr Bogusky’s opinions, this really struck a chord.