Old Spice Takes Over YouTube in Viral Marketing Push

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Old Spice has launched a digital video campaign that will see the company leverage YouTube to sell its latest shave gels.

The campaign will see Old Spice launch two new video ads on the site. Ads will bring back one-time spokesperson Terry Crews. Along with the videos, Old Spice will also take over YouTube's masthead with an interactive ad that promotes user-generated content.

Old Spice's campaign focuses on the firm's newest shave gel products. Both "Pure Sport" and "Swagger" scents will be given the full YouTube treatment with the launch of two separate digital video spots.

The first video, "Shave," will see Terry Crews pop out of a formerly comatose man's beard. The miniaturized version of Crews will then call out for the Old Spice shaving gel and shave the man's beard.

The other video, "Baby," sees Crews talk to a variety of inanimate objects before finally realizing he has a son. Among the inanimate objects Crews chats up are socks, a waffle iron, and solar panels with a British accent.

Old Spice's ads have proved to be very popular on YouTube. Earlier this month, YouTube reported that two of the brands' video ads made it into the top 10 most seen ad spots on YouTube for April.

Along with the latest video spots, Old Spice will also leverage YouTube to bring some interactivity to its campaign. For today only, Old Spice will take over YouTube's masthead and offer viewers questions based on the firm's newest products.

Questions for the site include things like, "Are (fill in the blank) newer than Old Spice Shave Gel?" Once a viewer answers the question he will be shown a follow-up page that will feature an image of the thing he wrote down accompanied by the words, "(Inserted word) Ain't Newer Than New Old Spice Shave Gel."

Pictures for the campaign will be provided by Getty Images. Getty is famed for having an extensive portfolio of stock images. Old Spice says the partnership is an unprecedented one that is rarely issued by Getty.