Blog
07.23
I'm on a horse to 'It's Never Too Late' Ville
The moment you read that headline, I would be willing to bet your check that your mind did not instantly transport to Kentucky and envision the running at Churchill Downs.
No, no. You were throwing up a high-def, IMAX screen picture of Isaiah Mustafa draped in a 400-thread count towel.
He's affectionately known as "The Old Spice Guy" and the bath product empresarios are laughing all the way to the bank... probably on fine thoroughbreds they have been able to purchase in cash as a result of Mustafa's common but husky, "Hell-o ladies."
Although I am not privy to the whiteboard braindump that was involved, I'm sure somewhere in the mix was some quirky ad guy bellowing from the back of the room, "Okay, we have this hot black dude with an awesome voice and..."
What's inspirational for both the advertising and the PR world it's that it is never too late to get on that horse and find the next great idea.
Old Spice was relegated to that musky odor my Papa drowns himself in any time he's ready to go the VFW. However, now that Mustafa is the next big deal in social media, the Old Spice brand is everywhere including Ellen and George Snuffleupagus, or however you spell that ABC guy's name.
Does it translate to sales? The verdict is still out on that one, but one thing is clear - something is working all because a client wasn't afraid to do something different and do something big.
So, the next time you are around the table staring at blank faces dreaming of how your client can grab 6-inch headlines, consider getting on a horse. If it can work for Old Spice, it can work for anyone.
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