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Little time has passed since, but for a hot minute blogs and "thought leaders" infested the waves with what they called Old Spice's "dirty little secret":
You are totally right about the changes in Old Spice, which is why I carefully ration my usage.
For every clever and entertaining viral sensation such as Old Spice's "The Man Your Man Could Smell Like," there are countless other messages, from corporate-sponsored bloggers, YouTube activists and every medium or channel in the social media universe where it is nearly impossible to separate creative expression from insidious corporate pitch.
"Storytelling" and "The Age of Persuasion": Two books on advertising James P. Othmer 2010
However, we have yet to see a politician create a genuinely participatory campaign in the way that Old Spice did -- taking that brand from zero to hero in just a couple of weeks.
Dairy Queen, with its advertising firm, WPP PLC's Grey NYC, created a series of commercials featuring the same actor in odd situations—much like the guy in the popular Old Spice commercials by ad company Wieden + Kennedy—intended to appeal to Gen Xers.
DQ Dips Into Humor Julie Jargon 2011
Perhaps he drove by in his beat-up car that smelled of cigarette smoke and pot and a hint of Old Spice, the kind of cologne her father might have worn.
History of a Suicide Jill Bialosky 2011
Dad smelled of his ever-present warm cherry wood tobacco and a dab or two of the Old Spice cologne I had bought him for Christmas.
Chicken Soup for the Soul: Thanks Dad Jack Canfield 2011
If you're the sort who fast-forwards through shows to get to the ads, then treat yourself to TBS' annual Funniest Commercials of the Year special 10/9c, hosted by Old Spice front-stud Isaiah Mustafa.
That familiar smell of Old Spice when someone wearing it comes near.
I will miss you Jerry Ratch 2011
With such tough old dogs as Warren Oates, Ernest Borgnine and Strother Martin in the gang, it's the screen equivalent of a bracing slap of Old Spice.
A Healthy Serving of Celluloid Steve Dollar 2011