Some may doubt the power of that advertisement series. I submit to you this: how many parodies, how many youtube views, how many comments, how many blog posts, how many facebook statuses do you think that advertisement generated? It became a meme. That's a lot of people talking about your advertisement.
Which means Old Spice is on a lot of minds. Which in turn means when those minds go shopping...
You get the picture. The thing is, Old Spice did something great. They associated their brand with humor which appeals to a vast majority of their market. But not only did their joke get a lot of laughs, it went viral. Before you knew it there was talk about it everywhere.
There were parodies, there were other actual advertisements- the most notable one coming to mind is the advertisement for a college library that perfectly mimics the style of the old spice commercial. Their commercial had that much of an impact on their consumer base that they actually tried and succeeded in recreating and imitating the commercial.
They say that imitation is the sincerest form of flattery.
The beef in this viral sandwich... ok that was kind of gross. Let me try that again. The power behind viral media is inherently embedded within the annals of the internet. The internet is a living, thriving creature. It's almost unpredictable. Almost. But if you have a keen eye- with the analytically accurate data to back it up, and a creative mind- with the skills, technique, and finesse to create an ingenious advertisement that caters to the fads and trends of today then you can put a saddle on that internet horse and ride it into the sunset.
One more thing. I forgot to mention. Old Spice actually did a series of web-advertisements on youtube featuring the actor from the commercial. They contributed in the viral spread. Pretty cool, eh?