Yet Old Spice expertly glides onto the ALS Ice Bucket Challenge in a most ingenious way, via this video, which was posted on the brand’s Facebook and Twitter channels. But not their YouTube page, shockingly enough, or Instagram feed. Definitely a HUGE miss by Team Old Spice.
So why does Old Spice’s viral co-option work so well?
Because it stays 100% on brand!
Instead of posting a video of their CEO or another balding executive getting doused with a bucket of ice water, they posted a video of the brand’s oh so popular I’m on a horse character, clad in only a towel, exuding his trademark aura of braggadocio and superhuman prowess.
The video may be shoddily shot — why oh why do people record videos vertically on their mobile phones?? — but it is quite funny, thanks to the awesomeness that is Isaiah Mustafa and the copywriting genius(es) at Wieden+Kennedy, who penned such wonderfully ridiculous lines like:
Sadly, I have let you down, Internet. You see, my perfectly-toned man muscles violently reject cold water. It is something that I’ve been dealing with since childhood.
I wanted with all my giant heart to participate in your Internet do-gooderness.
As well as the final line, which is digital catnip for anyone phonetically-named John Johnson:
And now, I challenge Bruce Campbell, every man named John Johnson, and Fabio to dump ice water on their bodies because I could not.
Pure genius! And definitely viral in its own right: