Have you ever had to get creative copy approved by a client? It takes forever and everyone and their mother has an opinion on it.
That’s why I think that more so than even doubling Old Spice’s revenues for the month, the most impressive and notable thing about the campaign was the speed of the creative from user tweet to Old Spice guy response. Creating so many public videos that answered user responses in such a short time was the work of an extremely streamlined creative process—one that other agencies and brands should take note of.
Real people communicate in real time. They don’t need legal teams approving what they say. People want to connect with brands only insomuch as they don’t feel like the message was vetted through a corporate mouthpiece for so long that the message becomes stale.
SILVERFISH HAND CATCH!