In all the hoopla over the success of the Old Spice campaign, one thing that is seldom mentioned is that Old Spice is a Proctor & Gamble brand.
Proctor and Gamble. Famous for advertising along the lines of Mr. Whipple.
When did Proctor and Gamble start to allow brilliant creative to leave its doors?
Who would have thought that the most talked about “viral” campaign of the year would have come from one of the most so-called “staid” marketers on the planet?
What everyone talks about is Wieden + Kennedy who did the campaign. “Oh, you know how creative those Wieden folk are,” is how everyone explains it.
Let’s not forget that somebody at Proctor had to approve the campaign. In fact, it was probably an army of somebodys.
And yet, somehow, it survived.
Sure, props should go to Wieden for coming up with the idea and being able to “sell” it through.
But even a bigger shout out goes to Proctor, for believing in their agency.
And having the guts to go for it.