Many ad firms have twisted themselves into pretzels trying to prove they "get it" and that they're down with the Internet generation. Invariably, they fail miserably because they really don't get it and they really aren't down. Well, the Old Spice team got it -- totally.
Whoever they hired to write these spots was competely in sync with the spontaneous nature of Internet humor. Their response to 4chan/Anonymous -- Mustafa delivers a generic "thank you" while periodically holding random items in front of the camera -- was brilliant, as was was his final YouTube sign-off.
What this means: Prepare for an onslaught of imitators. In a few weeks we're going to be hip deep in ad companies trying to outdo Old Spice in forced random/funky ways. I wish them luck. I don't think it's going to work.
Frankly, I think Apple should hire Mustafa to be its new, towel-wearing spokesmodel. At the very least, he'd smell nice -- a lot better than what's been coming out of Cupertino's public relations machine lately.
What do you think? Should Mustafa take over for Jobs at Apple events? And if so, should he wear a black turtleneck? Post your thoughts below or email me: firstname.lastname@example.org.