To the Old Spice Guy: Well-played Sir!

The Emanation would like to say a big to say a giant "Well played sir!" to the Old Spice Guy and all involved in doing something  game-changing.

For an in-depth look at how this campaign worked check here.

There are so many reasons this campaign is being talked about. Not least of because it's from Proctor & Gamble. The company that wrote the book of CPG marketing is breaking every rule it's ever written. P&G has been calling for greater innovation from its agencies for a decade. Weiden & Kennedy has just raised the bar for the industry by a big notch. Doing this took guts. Puling it off is amazing.

It changes the expectation of what TV advertising should be delivering. Like WriteThe Future (another W&K piece of genius), the brilliantly engaging TV spot is designed to get interested consumers to take the conversation online.  And online is where the action really happens. As of yesterday, the series of Youtube responses to and from the 180+ Old spice Guy videos have been viewed close to 6 million times in a week.

This takes a ton of planning. This behind-the-scenes look at how this was executed check here. The mix of skills to pull this off is a new configuration of an agency team: creative, project management, social listening and seeding, technology and rapid video production.

The thing that is now amazing to watch is the way others are joining in the fun. Check out this voicemail generator and this video response by Alyssa Milano.

Wishing you all a big "Silver fish hand-catch" for the weekend.