“Hello, ladies.” Two words that helped to revitalise a stale brand. This ad makes me laugh more tha

“Hello, ladies.” Two words that helped to revitalise a stale brand.

This ad makes me laugh more than I care to admit...

Back in 2010, Old Spice was… well, old. The kind of brand you’d find lurking at the back of your dad’s bathroom cabinet. But then came The Man Your Man Could Smell Like.

Instead of talking to men about deodorant, Wieden+Kennedy spoke to women about what their men could smell like. Enter Isaiah Mustafa - towel-clad, absurdly confident, galloping through a single, continuous shot that jumped from bathroom to boat to beach without missing a beat.

But the genius didn’t stop there. Old Spice followed up with something totally new at the time: real-time, personalised video replies. The team filmed hundreds of bespoke responses to tweets, YouTube comments, and even celebrity mentions — a social media masterclass before that was really a thing.

The result? Body wash sales doubled within months. A forgotten heritage brand became a global pop-culture icon.

Proof that personality, humour, and engagement can do wonders for your marketing.

So... if a man on a horse can make deodorant cool again, what’s stopping you? 🐎