Old Spice’s ‘Man Your Man Could Smell Like’ and me

Here’s the thing: I’m happy that my T/S colleague Susannah Breslin received a personalized video thank-you from Old Spice Man Isaiah Mustafa after a recent post on the campaign’s increasing virality. And I’m not even pointing out that I wrote about the loony brilliance of the Wieden + Kennedy spots right here way back in February, and again last month, and have yet to get my shout-out from The Man. I mean, that’s fine. There’s plenty of Man to go around, and if he chooses to acknowledge others over me, like somebody who is apparently named George Stephanapoulos, although that doesn’t seem like it can possibly be right, well, so be it. My question is, at what point does the marketing juggernaut of The Man Your Man Could Smell Like spin off the inevitable backlash? So far the agency has managed to keep the thing flying with a stream of new video content, a barrage of humor and style, and a seemingly-inexhaustible Mustafa, who has to hold the world record for standing around in a towel by now. But at a certain point, does The Man run the risk of becoming the “Dude, You’re Getting a Dell” guy? I hope not. I’m pretty sure the world needs more wit, and I know the advertising world does. All I’m saying is, if — and it’s just “if” at this point — The Man starts to wear out his welcome, he’s going to need friends in the media. Friends who will be disposed to defend his good name. Just as they’ve done in the past.