Sunday, November 21, 2010



-Old Spice Guy VS Geico-                                                                             

 El Zorro-  Mystery Host / Commentator 

How do you take the social web by storm in a day, winning over even the coldest of hearts and gaining international acclaim - with commercials?

A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location and produced 87 short comedic YouTube videos about Old Spice. In real time. They leveraged Twitter, Facebook, Reddit and blogs. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that's just over 7 minutes per video, not accounting for any breaks taken. People just love the Old Spice Guy.

He looks so hot and smells so cool – in the shower, on a boat and atop a horse in the Old Spice commercial that's been mesmerizing audiences all through the Winter Olympics. Now, thanks to the TV spot's immense popularity, "the man your man could smell like," actor Isaiah Mustafa, is riding high in real life, too.

Since the commercial first launched on YouTube Feb. 4, views have skyrocketed to nearly 5.9 million. Mustafa, 36, also appears in a smoking jacket in another deliciously cheesy spot on the Old Spice Web site, declaring that women "should smell like butterflies and salt water taffy" and men like "jet fighters and punching." 

Oh by the way... Old Spice Guy even proposed to his girlfriend through a Twitter video so that all his fans can know how much they are appreciated.

Here it is:

Just a few hours later, Beals tweeted at Old Spice: “SHE SAID YES!!!!” Many users congratulated him, but a few questioned whether or not it was legit. To prove it, he uploaded this picture of his new fiancée wearing her diamond ring. Congratulations to the bride and groom to be!


Geico commercials don't quite have the same type of appeal. People are often trying to gauge if they like one of them or is it just too annoying. Regardless of which it is, they stay in your head and they go viral.  

Geico's advertising campaign strategy incorporates a saturation-level amount of print (primarily mail circulars) and television parody advertisements, as well as radio advertisements. A common tagline used by GEICO is "fifteen minutes could save you fifteen percent or more on car insurance."

The ads are effective at getting customers to switch to GEICO. Warren Buffett, owner of GEICO parent Berkshire Hathaway, has stated that over 40% of Americans could save money with GEICO. He has indicated that he would spend $2 billion on GEICO ads if he could, far exceeding the $751 million in advertising in 2007, the last year where data was available.

Geico uses an arsenal of characters that we already know well. The gecko, the caveman, the piggy, a few celebrities, and lately the wood chucks. 

Clever or annoying? Personally, I love the Little Piggy Commercial.

Let's not forget the Caveman:

So, Who Gets Your Vote? Old Spice Guy or the Geico Brand?

No comments:

Post a Comment