To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Viral Old Spice 'Responses' Crush Original Ads in Online Views

The 'Your Man' Campaign Reaches 113 Million Views Since February

By Published on . 8

NEW YORK (AdAge.com) -- The 186 responses that Old Spice pitchman Isaiah Mustafa recorded for fans of his beauty, intelligence and outstanding physique took just a week to eclipse the original TV ads themselves in total views, according to new numbers from Visible Measures.

Those video responses, recorded in seven-minute spurts over several days last week, have accumulated 42.3 million views so far and more than 35 million last week alone, a Viral Chart record. The TV spots have also done well on the web, but have accumulated only 34.7 million views since "The Man Your Man Could Smell Like" was first posted online in February.

The responses, of course, 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, as well as the "Odor Blocker" ad ever could, even though those had a several-month head start.

For those keeping score, total views on the Old Spice campaign including all original spots and responses stands now at 113 million views. Here's how it breaks down:

  • "The Man Your Man Could Smell Like" (launched Feb 4): 22.3 million
  • "Different Scents for Different Gents" (launched Feb 5): 4.2 million
  • "Where Freshness Smells From" (launched March 15): 2.6 million
  • "Odor Blocker" (launched March 31): 29.2 million million
  • "The Return of the Man Your Man Could Smell Like" (launched June 29): 12.4 million
  • "Old Spice Responses" (launched July 13): 42.3 million

Last week's top top 10 is below, including an amusing new spot from Rhett & Link for Dentyne and Blendtec's grisly test on the iPad. Also new from Blendtec -- what else? -- blending an iPhone 4.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 New Old Spice Responses Wieden & Kennedy 35,086,540 New Old Spice: Responses
2 1 Old Spice The Return of The Man Your Man Could Smell Like Wieden & Kennedy 5,582,989 +95% Old Spice: The Return of The Man Your Man Could Smell Like
3 2 Old Spice Odor Blocker Wieden & Kennedy 3,425,946 +45% Old Spice: Odor Blocker
4 3 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 3,033,297 +134% Old Spice: The Man Your Man Could Smell Like
5 New Dentyne Dentyne Pure Platinum Rye, Sharethrough 1,249,764 New Dentyne: Dentyne Pure
6 New Blendtec Will it Blend? In-house 1,248,314 New Blendtec: Will it Blend?
7 New EMC EMC 20% Guarantee Sharethrough 1,077,167 New EMC: 20% Guarantee
8 7 Gillette Perfect Length Jack Morton 966,098 +45% Gillette: Perfect Length
9 4 Nike Write the Future Wieden & Kennedy 900,443 -12% Nike: Write the Future
10 5 Evian Live Young BETC Euro RSCG 840,777 -5% Evian: Live Young
In this article:

Comments (8)

Read These Next