Old Spice Moms Singing is Superbowl Material

Old Spice’s 2014 Superbowl ad shows moms singing and stalking their sons

Mother’s everywhere are mourning the loss of their young boys as they become a man. And in this Old Spice “Mom Song” commercial, they’re singing as they stalking their children, clutching to their cars while riding laundry bins, and showing up in odd places like beaches and cafeteria

A superbowl commercial website is calling this ad creepy, but it’s absolutely my favorite Old Spice ad since Mustafa’s “this is what your man could smell like” viral hits of 2009 and 2010. I hope the agency (still Wieden and Kennedy) runs it on the 2014 Superbowl. There’s a also a shorter alternative with a woman popping her head from a bowling ball machine.

old spice mom song lady
The first Old Spice mom in “Mom Song” looks like Arnold Schwarzenegger in Total Recall (remember she shouts “two weeks” as her robotic head explodes?).

My day job, when not a Viral Video Genius, is insights strategy at an advertising agency (which works in healthcare and has nothing to do with this spot). I’ve worked with P&G but not in many years.

So I like to try to imagine what “insights” drove this campaign. Here’s my guess:

  • Guys are sold on Old Spice. But moms are buying Old Spice — especially for young teens.
  • Moms see Old Spice as a brand for grownups, and they’re reluctant to let go of their boys.
  • Moms don’t want to be sold Old Spice or told they’re clingy.

So the creative challenge was likely to win over moms  by satirizing the clingy mom who won’t let their kids grow up. “You, dear shopper, do not look like Arnold in drag in Total Recall.”

Note what the spot doesn’t do: it’s not telling moms to “let go,” or “buy Old Spice to help them get the girls,” which would have the opposite of the desired effect. This just in: seems I called it right according to this AdAge piece that attributes the song to musical agency “Walker.”

What ya think? Love it like me? Freaked by it? Think it will work?

Time Magazine on Video Chefs: From Depression to Heavy Metal Vegan

Nasty Babydoll Food Which Is Unrelated To This Video

Want some indigestion and entertainment? Look no further than YouTube chefs. Courtesy of Mike VideoEditGuy, it’s Time magazine explores chefs — ranging from a 95-year-old lady who grew up in the depression to a head-banging vegan chef. And Harley, the EpicMealTime guy who gives “Man vs. Food” a run for its calories. Who hasn’t heard of candy pizza?

Finally don’t forget the drunk chef, Hannah Hart, who is aided by the “fiery courage” of alcohol. She tried to quit after 1, then 3, then 5. Seems it became an addiction…

 

Why Old Spice Is Killing Social Media in 2011

Okay first check out this top-10 list of social-media marketing fails and wins. I just happened to find the Canadian article titled “Top 10 social media hits and misse in 2010,” and my own video hiding in it. Can you find it? Yeah that’s me as the press secretary for Tony Hayward. The accent is fake. I’m not British.

I love the Old Spice campaign, but it’s going to cause some serious road kills in 2011. Why?

Wieden + Kennedy , the advertising agency behind Old Spice’s grand 2010 marketing campaign, turned actor Isaiah Mustafa into a household name. And they made it look easy, so now everyone’s going to want to “pull an Old Spice..” In fact I’ll have to write a new book called “Beyond Old Spice.” Caution ambitious agencies and brands… this was a major coordinated effort that involved significant media spending and crafty use of social media. It’s going to be imitated a lot in 2011 and poorly so.

Anyway I’m giggling that the Globe & Mail (Amber Macarthur) article happened to select my YouTube parody about BP to demonstrate that fail online.

You can’t imagine how weird it is to be reading about social-media marketing, and notice your video is the example.

I’m really big in Canada. I keep telling you that, and it’s like you don’t believe it. Nalts is to Canada as Jerry Lewis is to France. I’m the friggin Shanecarl Wheezyhiga of Canada.

Someone needs to put the computer down and leave Starbucks immediately, as he rapidly tumbles down the hill of unproductivity entering hour number 10. I feel the Via coursing through my veins. The irony is that I’m in the Starbucks at which I shot the exterior shot of the via sponsored video, but they wouldn’t let me tape in the store. I wonder if BP would let me tape in its lobby. Maybe the BP Canadian office.

What We Can Learn from Most-Viewed Videos of 2010

What can we learn from the most-viewed “viral” videos of 2010? How are they similar and different from years past?

First, let’s take a look at the run-down, courtesy of YouTube and ReelSEO, here’s the list. YouTube has a new trend blog/website that’s worth bookmarking or RSS’ing: YouTube Trends.

  • The BED INTRUDER SONG! (a news clip turned into a meme with help from schmoyoho
  • TIK TOK KESHA Parody: Glitter Puke – Key of Awe$ome #13 (another Next New Networks hit)
  • Greyson Chance Singing Paparazzi (a 6th grader with Justin Bieber-like cut, featuring shaky handheld camera)
  • Annoying Orange Wazzup (Daneboe’s facial fruit was spurred to amazing popularity in 2010… note that since Daneboe launched Annoying Orange’s own channel early in 2010, the collection has been viewed nearly 400 million times… giving him more views than this entire top-10 list).
  • Old Spice | The Man Your Man Could Smell Like (hey a commercial- see what does the author of Beyond Viral know?)
  • Yosemitebear Mountain Giant Double Rainbow 1-8-10 (the dude trips out seeing two rainbows)
  • OK Go – This Too Shall Pass – Rube Goldberg Machine version (Okgo, the treadmill band does it again)
  • THE TWILIGHT SAGA: ECLIPSE – Trailer (really? a trailer?)
  • Jimmy Surprises Bieber Fan (Jimmy Kimmel is handling his old/new media balance quite well- check out the girl get a visit from Bieber)
  • Ken Block’s Gymkhana THREE, Part 2; Ultimate Playground; l’Autodrome (this is the only one I hadn’t seen- a racing car… snore). Speaking of videos I haven’t seen (even the “Viral Video Genius” can’t see them all), did you see Cookie Monster audition for SNL? If Jim Henson was alive, SNL would be auditioning for The Muppet Show.
  • So what are the common themes?

    1. Nothing sells like a song (most of the top-10 all-time most viewed YouTube videos are songs).
    2. Quirky is still nice — whether it’s manufactured (Annoying Orange) or authentic (Double Rainbow)
    3. Viral is increasingly a symptom of offline popularity (Kimmel/Bieber/Lady Gaga/Twighlight)
    4. The biggest difference between 2009 and 2010 is that professional & commercial content trumped user-generated videos, with only one true exception (the Double Rainbow).
    5. With the exception of Daneboe (Annoying Orange) and Schmoyo (AutoTune the News), none of these really spawned a new person or channel.
    6. Production quality mattered more this year than years past. Which is why we amateurs need to up our game (see my new ShootLikePro blog).
    7. Note that the top-ten list excludes major record labels, or they would dominate list. YouTube has increasingly become a free visual jute box.

    How is this list similar or different from 2007, 2008 and 2009?

    1. Commercials are still the exception not rule. This year’s popular advertising campaign/commercial was Old Spice, and last year it was Evian’s roller skating babies. I referred to the latter in my book as the “exception to the rule” that promotional videos don’t often go viral. Even though this is increasingly true, 2011 to spawn some Old Spice knockoffs nonetheless. Hopefully a few brands and agencies will try a “road less travelled” with better odds.
    2. Both 2009 and 2009 lists had a Twilight trailer. Again- this says less about online video as the fact that the films are extremely popular.
    3. Last year’s “double rainbow” was the quirky “David After the Dentist,” now at 75 million views (that’s almost half of the views I’ve garnered on my entire collection). Hopefully we’ll continue to rally around odd moment like these.
    4. As the medium matures, we’ve seen fewer “quirky” amateur clips than, say, 2008 when we had viralizations like Fred, “Christian the Lion” and ImprovEverywhere’s “Frozen Grand Central.” The memes of 2007 were even more interesting to me — from The Landlord and “Leave Britney Alone” to Obama Girl (Next New Networks) and the South Carolina Miss Teen USA clip
    5. Last year’s kid singing Paparazzi was a more choreographed wedding video (Forever). People love an amateur singer overnight success story (Susan Boyle).
    6. Almost all of the top-10 popped on YouTube. The world’s second-largest search engine remains the most vibrant channel.
    7. The teen factor is still driving views, even if each year offers content for a broader demographic.

    Each year the top 10 most-viewed hits are a smaller percent of overall views… it’s the long tail effect. Finally, do you notice anything missing for the first year in a while? No SNL Digital shorts… or sadly, anything from The Onion, College Humor or Funny Or Die.

    Okay now go buy my book, or tell a journalist to interview me for a delightful year-end segment on viral videos.

    Beyond Viral: Everything About Online Video You Were Afraid to Ask

    Top Viral-Video Advertisements of All Time

    Topping OldSpice and Evian, the most-viewed online-video advertiser is Blendtec, according to “The Top 10 Viral Ads of All Time,” by AdAge (AdvertisingAge) and VisibleMeasures.

    Seriously we’re not tired of it.

    Want to guarantee your video goes viral? Um, yeah, about that...

    Here’s the page on YouTube where you can sort videos and channels by most-viewed , most-liked, most-subscribed by day, week, month, all time. Find me a few advertisements on here and I’ll give you a piece of candy.

    I think I get the first copy of my book, Beyond Viral, in a week or less. The central premise is that it’s time for advertisers to stop pinning all their hopes on going viral. Leverage popular creators and channels. When the web was new we all scrambled to create the ultimate website for our target audience… now we’re back to advertising and public relations.

    With online video we can do a “Hail Mary” and maybe land on AdAge’s chart. Or we could sponsor a webstar and guaranteee a sizable audience without luck or paying for views.

    But they’re amateurs! They may say something bad. Yeah, no. You sponsor them and you get to review their videos before they’re live… and still I literally got a text yesterday from an agency friend who wondered who might produce a viral video for her.

    I wonder if archaic advertisers and marketers will blend? I mean I wouldn’t press the button, but if you could build a big enough blender… MAN that would go viral.

    Want Your Ad to Go Old-Spice Viral? You’re More Likely to Develop Abs Like Isaiah Mustafa.

    When I see my sweet AdAge pour more gas on the “Old-Spice goes viral” story, I feel like it’s time to remind my fellow marketers that they’ve got a better shot of developing (the shirtless actor) Isaiah Mustafa‘s abs than getting their TV or online-video spot viral.

    Your man will never look like me, and your video will never go as viral.

    This is another excellent example of the exception not the rule. Old-Spice’s dramatization is funny, slick, self-deprecating and memorable. Like other viral commercials, it stands out. It’s worthy of the 5 plus million views. But remember that people as obscure as me (nalts) with smaller audiences than me can fetch that each month. The one-hit wonder has given way to the webstars that are now building sustainable audiences, and they’ll promote your brand for less than it cost to groom Isaiah’s horse.

    Now ask your friends and family to tell you the last time they sent or received a link to a commercial. Not your buds in the agency and marketing circles, but your friend next door that doesn’t understand what the hell you do for a living.

    Television ads occasionally go viral, but viral is largely dead. We’re still seeing some twitches from the corpse, but the age of viral commercials will not see a resurgence. If you don’t believe me, read Beyond Viral when it comes out in a month or so (it’s already on Amazon, so I have bragging rights on that).

    Maybe after a few more Benson & Hedges and my pension, I'll hear this damned machine's alarm. Wait, never mind. I sold my hearing aid for my third Scotch.

    Now you read this, but like an elderly, smoking woman in Vegas, you’ll still play the odds. That’s fine. Just don’t bet the farm, eh? And hedge the bet- step away from the roulette table now and then and try the nickel slots.

    Social-Media Monitoring Problem: Dredging Up Ancient Garbage

    I’ve grown increasingly frustrated with social-media monitoring tools, and their inability to filter out old content or spam bots using my old content. It’s very easy for me to assess a social-media tool by querying my own name (Nalts). I know instantly what content about me is new, and can recognize old content that has been repurposed by spam sites, which often grab my old blogs and video descriptions to fool search engines and people into thinking they’re not autobots.

    Here’s an example from my Google Alerts, which I am about to discontinue. None of this is new! Even Google can’t determine what’s old anymore... and some of this links to my own blog posts that are ancient. This makes me question the prevailing myth that Google will overtake the social-media monitoring landscape with its own free solution.

    Is there a solution? Even the best social-media tools can’t seem to discern between legitimate recent posts (of me anyway) that are on my sites or others.

    Creepy Old Spice Video Ad Wins “Worst Video Ad of 2008” Award

    the creepiest online-video ad of 2008A Pegasus-like horse-plus-man guy is hanging out in the shower talking about how he’s two things at once. It’s a creepy video ad, topped only by a creepier website that loops his voice.

    I present you with the “double-impact” campaign for Old Spice’s Red Zone Body Wash Moisturizer. It’s based on the laziest marketing proposition ever: Trying to distinguish a product as being “two things in once” is like launching a car that appeals to “emotion and logic.” We haven’t heard that before.

    It’s not unique, ownable or differentiating, and it’s made worse by the painfully dull and awkward creative… Not funny, somewhat disgusting, and memorable only in how freaky it is.

    We give it the “WillVideoforFood Worst Video Campaign of 2008″ award. I dare you to top it. Old Spice would have been better off maintaining its positioning as your grandfather’s deodorant.

    And you have to love that the URL from the ad (which caught my eye on The Onion)…

    http://www.oldspice.com/doubleimpact/?banneractuallyworked

    That says a lot about the agency’s confidence in its banner redirect technology, doesn’t it? I dare the agency responsible for this to raise its hand. Anyone? Anyone?

    Vloggerheads: Country Club or Safe Haven?

    Jenna Wortham writes a balanced piece about the controversial Vloggerheads.com website, spawned by Renetto (a popular YouTube creator). My previous post on Vloggerheads generated more comments than any other post I’ve written. And, for that matter, brought controversy among a tight-knit group of regular WVFF commenters that usually play off each other like a well-oiled comedy troupe. Group hug?

    I hope that whether you’re annoyed by Vloggerheads, or celebrate it as a new safe-haven for a tight virtual community… that you can still appreciate the irony of this random screen shot I took this morning. This just happened to be the most recent videos posted as of 7:30 am on Saturday.

    What do almost all of these guys have in common!? I know where I’d advertise if I sold hair transplants.

    Now guys don’t get upset. I’ve been known to do whatever it takes to be like Renetto myself. He has that quality. Hold on a second, I have to buy a candle online. Okay I’m back.

    Patton Oswalt Likes Nuts (Rabbit Bites)

    Patton Oswalt likes to look at nut sacks of old men. See for yourself on Rabbit Bites. Patton, of course, only did Rabbit Bites because I did a year ago (I’m a trend setter. I’ll bet Oswalt doesn’t do “Internet Superstar” until Aug 2009).