How the Old Spice Videos Are Being Made

by Volker Weber

Over on ReadWriteWeb:

A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday and produced 87 short comedic YouTube videos about Old Spice. In real time. They leveraged Twitter, Facebook, Reddit and blogs. They dared to touch the wild beasts of 4chan and they lived to tell the tale. Even 4chan loved it. 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. Then they woke up this morning and they are still making more videos right now. Here's how it's going down.

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BTW, you can make your own Old Spice voicemail greeting like so:

I think she said yes:


I saw this earlier today. It is a very good add.

Vaughan Rivett, 2010-07-15

Hands down the best (viral) marketing campaign in recent history, nay, I dare say, ever.

Considering how 99.9% of commercials in TV and on the radio are mind-numbingly boring, unimaginative and even insulting to the consumer in their sheer stupidity, the Old Spice campaign is outstanding and the twitter videos are just another notch in the bedpost of awesomeness.
Reportedly there have been over 50 million views today.
That's close to Super Bowl levels, if I'm informed correctly.


Now wait for some copycats who don't "get it" to jump on the bandwagon and fail miserably.

Marc Beckersjuergen, 2010-07-16

I suppose that the fine folks that thought this was viral, might have to re-evaluate the "viralness" of it.

Gregg Eldred, 2010-07-16

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I explain difficult concepts in simple ways. For free, and for money. Clue procurement and bullshit detection.


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