Old Spice Cultural Relevance
Problem
How do you top the breakout success of “The Man Your Man Could Smell Like” and keep Old Spice culturally dominant in Year 2?
Insight
Internet culture isn’t about ads. It’s about ongoing entertainment. If the brand wanted to win again, it had to show up not just with a sequel, but with a spectacle.
Solution
As social strategist, I helped lead the execution of Mano a Mano in el Baño: a 3-day internet showdown between Old Spice icons Isaiah Mustafa and Fabio. We produced and distributed nearly 100 custom videos, tweets, GIFs, and responses in real time, turning the internet into our arena. The duel was designed for shareability, speed, and cultural reaction, with fans driving the outcome.
Results
The duel dominated the internet, turning a sequel into a spectacle and proving Old Spice still knew how to steal the spotlight:
7.6M+
views in just a few days
40K+
social mentions during the showdown
40M+
people reached organically
Above: The official invitation for the internet to join the duel and vote
Right: Me with the winning Old Spice Guy on set
Additional Awards & Recognition
The One Show Gold Pencil - Online Event
Webby Award
Team
Social Strategy: Yours Truly
Creative Agency: Wieden + Kennedy