I have to admit that despite my love for Old Spice’s viral efforts, I was quite disappointed with their newest stunt. This time around, the Old Spice Guy returns as the “MANta Clause” who’s intention is to give everyone on the Earth a gift.
While this could be rather amusing, it just doesn’t make a whole lot of sense for Old Spice. The brand isn’t hardly advertised in any of the videos. Instead, the intent seems to be to just perpetuate the Old Spice Guy character. And since the Old Spice Guy has already been used in just about every workable manner to advance the brand, it seems like they’re just doing this because no one had any better ideas. To add insult to injury, the videos aren’t even that entertaining. Actually, I kind of got board watching them.
And then all of a sudden, Old Spice gives me this…
Okay, perhaps I’m a bit too excited about it, but I personally found this explosive tool quite redeeming. On the other hand, I’m not sure that it’s redeeming enough to justify continuing to use a brand character that may have run plum out of ideas. Yes, the brand successes are numerous and often times very award worthy, but these latest viral videos just don’t have that much to it…even with devastating explosions.