Last week Old Spice made some funny videos. Maybe you’ve heard about it?

Of course you have.

Now it is apparently time for you to learn from it, as you undoubtedly hope to be the next Old Spice-like thing that all the kids are talking about on the internets. But I’m going to go out on a limb and say it is very unlikely that Old Spice’s success can be replicated by you, or anyone. And I’m not saying that because I think Old Spice’s campaign was some perfect storm that wasn’t meant to take off like it did; it was clearly a well-engineered piece of awesome. And I’m not saying that we’ll never see a wildly popular campaign like this ever again; we will. But it won’t be anything like the Old Spice campaign because we’ve already seen that. Continue reading →