This campaign caught lightning in a bottle. You can't simply buy that kind of exposure. Many have tried, and many have failed, all while spending a great deal of money along the way. Let's face it, a lot of advertising really is crap. Most of it is forgettable. That is why brands are investing in images that cut through the clutter—they want customers to develop an affinity for their products. Good for you Old Spice.

Kevin Roberts of Saatchi and Saatchi did a good job of describing this affinity when he called preferred brands Lovemarks. They simply have a consumer connection that goes beyond reason. People come to like certain products at such a deep level that they become part of their personal brand. It's those types of relationships that require an emotional connection, something beyond hard sell sales messages. It's what pulled Apple from the abyss in the 90's to being the top bluechip stock available.

Entertainment is a great way to start building loyalty, and the ROI from this is going to be great. I would love more commentary on this. Is creativity necessary to engage consumers?

I've shared more on the campaign, and why generic sales messages are not where it's at on my blog: http://www.hottomali.com/blog/2010/07/26/old-spic...