The statistics from the Old Spice campaign in the US tell the story.  P&G was having great success with a new ad campaign promoting Old Spice aftershave, featuring super-cool, American football legend Isaiah Mustafa.  The campaign sees Isaiah move seamlessly from his bathroom, to a boat and onto a horse within 40 seconds http://tiny.cc/o3mka as he attempts to persuade American men to stop borrowing their partner’s flowery fragrant shower gel and be a proper man by using Old Spice.  This advert was aired during the American Superbowl on 7^th February 2010.  It soon achieved cult status and attracted 15 million views on YouTube.

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