If advertising’s goal is to be remembered, this new campaign by Old Spice succeeds. Loudly. Visually. Explosively. Will it result in more sales?It already has — about 30 percent over a five-year window. Attention is step one. Purchase is step two. Word of mouth is step three.
More than 1 million views of this 2007 video started the effort. Leo Laporte does a nice dissection of the Old Spice phenomenon here, starting with the January Super Bowl kick-off ad this year.
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