What started as one ad in February is now perhaps the most successful internet marketing campaign ever, reports CBS News correspondent Michelle Miller.
http://www.youtube.com/watch?v=Rnl1Ui3bnG0
This week the creators of the Old Spice body wash campaign rolled out a wave of over 180 different YouTube ads featuring actor and former NFL player Isaiah Mustafa.
Each one is a personal response to questions from fans posted on the web site Twitter.
So far 21 million people have watched Mustafa make his deadpan pitch.
"We had to create something that would not put men off but drag women in," said Eric Baldwin, a creative director at Widen and Kennedy.
Baldwin is one of the Portland, Ore.-based marketing brains behind the blitz.
"We're making short little 30-second movies," Baldwin said.
The man in the towel has made marriage proposals: "Angela Chamberlain, will you make James Biels the happiest man in the world and marry him in real life?"
Offered political advice to President Obama: "Instead of opening the State of the Union address with 'My fellow Americans," try opening with, "Hello Ladies.'"
He's even had a public fling with actress Alyssa Milano.
"I agree Mr. Old Spice that we are involved in a committed, long-term relationship," Milano said in a YouTube response.
Old Spice Guy
Old Spice, New Success
Old Spice Pitchman on Motorcycle, Man
Steamy Old Spice Super Bowl Ad Goes Viral
The campaign has pushed Old Spice to the top of the market for men's body wash. It's also started a wave of parodies.
"Look at yourself, now look at me," said a man in one parody. "You've got a six pack. I got a keg. You drink alone. I bring the party."
Brigham Young University is using the approach to get students into the library.
"Look at your shirt. Now back at mine. Look down. Back up. Where are you? The library with man your grades can be like," the BYU ad says.
Today seven of the Old Spice videos are among the top 10 most watched YouTube videos.
"I am just one ridiculously handsome man," Mustafa says.
And a poster child for the new power of internet marketing.
Copyright 2010 CBS. All rights reserved.
