Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here. 

Best of the Decade

In 2010, Old Spice shed its grandpa’s aftershave image when it introduced Isaiah Mustafa as “The Man Your Man Could Smell Like” in an over-the-top comedic ad that’s now become part of pop culture canon, created out of Wieden & Kennedy and directed by Tom Kuntz. The following year, it evolved the idea with the “Responses” campaign, comprising more than 200 videos starring Mustafa created on the fly, in response to the brand’s followers on social media. The Cyber Grand Prix-winning campaign earned praise for being feat of technology as well as a paragon of copywriting craft. At the time, it set a new bar for marketers can interact with consumers and proved how innovative ideas can modernize even the stodgiest of brands.