Slap tradition.

We love to re-energize brands.  It’s one of the reasons we do what we do.  It runs deeper than updating a logo and marketing collateral.  Sometimes you just have to smack the mustache and sideburns off tradition to dramatically shift public perception and company culture to succeed.

At first I was skeptical about the new face of Old Spice when it first launched earlier in the year. Talk a about a tall order.  Re-energize a brand that you associate with your Dad’s Tom Selleck phase? It would take more than just changing the overpowering pungent formula. This nostalgic musky broth hasn’t been relevant for 25 years and was graying much like its loyalists.  Until now.

In a world of CGI it’s ironic that Portland’s Wieden + Kennedy’s latest installment wins with some old school, tightly choreographed, “how’d they do that?”  With over 47 million “upload views” on YouTube, much of the world is wondering the same thing.  It’s become more than a snarky beer commercial campaign.  It’s resulted in sales. According to ACNielsen Corp, Old Spice has surpassed Gillette Co.’s Right Guard to become the nation’s leading deodorant and antiperspirant for men.

Old Spice is relevant again. It just took a good open hand slap.