How does one take an award winning commercial with over 5 million Youtube views and turn it social? An ad that I can remember every single word too even though I’ve only seen it three times?

Old Spice has been the talk of the town for some months with their new commercial “Old Spice- The Man Your Man Could Smell Like”. The ad, with the unexpected closing line, quickly went viral and soon had over 5 million views on Youtube and scooped the Cannes Film Lion Grand Prix award last month.

Now they’ve taken it truly “social” and have released videos answering tweets, Facebook messages, Youtube comments and Reddit comments. Covering questions, statements and general comments, the videos are not only hilarious, but they’re all on brand. They also manage to maintain the Old Spice message without losing the personal focus that made the ad so famous.

The responses range from your average anonymous commenter to Ashton Kutcher, The Huffington Post and The Ellen Show. Everyone is thrilled with the unexpected response and so it’s retweeted to their followers and a new audience is realised. Each video has already topped over 3000 views in a few hours with some topping 120,000.

How are you responding to the comments about your brand?

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