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Library/Campaign/The Man Your Man Could Smell Like
Grade B14 sourcesHIS-01015

The Man Your Man Could Smell Like

Campaign · 2010 · Niche

26Editable slideCertificate

Old Spice extended its body-wash ad with 186 personalized video replies.

Original · Old Spice
Old Spice | The Man Your Man Could Smell Like
Old Spice on YouTube
The Man Your Man Could Smell Like
Wikipedia (non-free, fair use)
An image containing a preview of the post
Old Spice on Reddit
Case Study: Old Spice Response Campaign | D&AD Awards 2019 | Advertising Case Study |
D&AD
Powerful Viral Video from Old Spice | MarketingSherpa Blog
MarketingSherpa

Spread Score

How it works
Reach37Contagion35Breadth20Velocity2LongevityNo data yet26

Numbers

Original upload only, reported approximate views
2.9M
As of Feb 24, 2010 · YouTube · People
Peak date
Week of Jul 15, 2010
Feb 4 ’10 to Week of Jul 15, 2010
Platforms
6
Started on YouTube
Origin
Mixed
Beauty & personal care

Mechanics

  • Response chainPrimary
  • Platform jump
  • Press loop

How it spread

Trace the origin

Old Spice released a body-wash commercial on YouTube and television. A later response campaign turned audience questions into personalized videos, drawing participation across social sites and coverage in national and advertising press.

Dates use the stated precision; chart positions are date anchors.

Feb ’10MarMayJulAugOctDecYouTubeTVPressOpen webRedditX
YouTubeTVPressOpen webRedditX

9 more events on this chart

Join free to see them

Timeline (12)

  1. February 2010

    Old Spice seed · Feb 4 ’10

    Old Spice posted the Mustafa body-wash commercial on YouTube.[1][2]

    Old Spice | The Man Your Man Could Smell Like
    Open the first post ↗

  2. Old Spice platform jump · Feb 8 ’10

    Old Spice began airing the commercial on American television.[3][4]

  3. People press · Feb 24 ’10

    People reported that the original upload approached 2.9 million views.[2]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 1 event · Added 1 source · Added 1 number
  2. 2026-10-15Added: 11 events, 11 sources · Score 26
Origin
Mixed
Sector
Beauty & personal care
Region
US
Original upload only, reported approximate views
2.9M
As of Feb 24, 2010 · YouTube · People
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Feb ’10MarMayJulAugOctDecYouTubeTVPressOpen webRedditX
YouTubeTVPressOpen webRedditX

9 more events on this chart

Join free to see them

  1. February 2010

    Old Spice seed · Feb 4 ’10

    Old Spice posted the Mustafa body-wash commercial on YouTube.[1][2]

    Old Spice | The Man Your Man Could Smell Like
    Open the first post ↗

  2. Old Spice platform jump · Feb 8 ’10

    Old Spice began airing the commercial on American television.[3][4]

  3. People press · Feb 24 ’10

    People reported that the original upload approached 2.9 million views.[2]

  1. afterlife · Jun 26 ’10

  2. owner response · Jun 29 ’10

Join free to see the other 9 events and the full chart. Free, on every case.

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Why it worked

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