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Thursday, January 27, 2011

Old Spice campaign is going global

Click on this link to read a Sarasota Herald-Tribune article about the "spicy" Old Spice ad campaign that plays with racial and gender stereotypes. These ads have already gained a viral life of their own on the Internet.  Is it just Mustafa's "muscular torso" that attracts viewers, or the sense that lines of division are being crossed by the add in an interesting way?  Here's a link to one of the recent ads.  The ad campaign has featured a complex social networking strategy that includes offering the opportunity to be the first to post the new ad on one's Facebook site.  What is the nature of the interaction between fans, Mustafa, and the company that has evolved through this ad campaign?

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