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Comment by lbrandy | Hacker News Reader

He's currently answering (tons of) questions, in video form, from "the internet"... youtube comments, reddit, twitter, including other celebs (with shows)... EW, Ellen Degeneres, etc. They are pumping these out extremely quickly, and in large volume.

reddit thread: http://www.reddit.com/r/entertainment/comments/cp190/the_old...

It's maybe the best guerilla/viral/web2.0 marketing job I've ever seen. It helps, greatly, that this guy, and his team, are apparently comedic geniuses.

e.g: http://www.youtube.com/watch?v=cHrXKg2Fk5k

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I'm pretty sure half of what makes these ads so awesome and popular with my friends is just how in touch Old Spice seems to be with the culture of their target audience. It's amazing to see a real corporation move like that.

"The tickets are now DIAMONDS!"

Perfect example. They hit a home run with that line, especially with their target audience.

I like the ads, but is there something specifically awesome about that line that I don't get?

nothing specifically awesome, it's just exactly in line with the sense of humor of my college friends, yet I don't think it'd fly with other people. qed, careful targeting.

I've been out of college for 9 years and was laughing my ass off when I saw the Old Spice commercial during the World Cup Final.

Likewise, and I've been out for 25 years.

They are created by Tim and Eric of Awesome Show fame on adult swim. They also created this commercial which is distilled genius: http://www.youtube.com/watch?v=5p0QtJMKt1s

Tim and Eric did do some commercials for Old Spice, but none of these. All of the ones with Isaiah Mustafa are from Wieden+Kennedy.

Source: http://en.wikipedia.org/wiki/Wieden%2BKennedy

Here's a link to a compilation of Tim and Eric's Old Spice commercials:

http://www.youtube.com/watch?v=e7PD4f5uTOU

This video shows how that Old Spice ad was made --- minimal CGI! And incidentally, another Eric was involved. http://www.youtube.com/watch?v=VDk9jjdiXJQ (They smell like redditors...)

I watched that and kept waiting for it to be funny. Then I went to reply "That's not funny" and realized the genius of the clip.

Well Played Sir.

Including a message to Kevin Rose http://www.youtube.com/watch?v=So5yDtITswY

And then a reply to @kevinrose's tweet about this first video! http://www.youtube.com/watch?v=O44C765UiMw Hilarious!

oh wow, these are good videos. I think I just wasted half an hour watching 40 of these things.

But did they make you want to buy Old Spice? Exactly :)

I watched this one http://www.youtube.com/watch?v=VSQU3T9Lc5g&feature=chann... and had a sudden desire to hack a mobile phone into machine gun/butter knife :)

brilliant

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