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We’ve talked about the Old Spice Guy commercials before, but just recently I saw Axe’s campaign.  You know your meme is famous when your competitor tries to mimic you.
I get where they’re going with this but I don’t think they’ll get the response they want.  The Isaiah Mustafa spots were so wildly popular that the phrase “on a horse” is etched in the minds of millions.  Hell, by this point I think just saying horse immediately makes one thing of the commercials.  It was a great bit and a great campaign.  Isaiah’s character talked to women, to convince them to buy Old Spice for their men.  I think that is key.  Axe spends a lot of time marketing mysoginistically directly to men and treating women as objects.  Old Spice spent their time telling women that their man could smell better, and telling men that they could smell more like a man, without putting either gender down.
So, good luck to Axe — I hope you can come out with your own internet sensation, though I very much doubt you will.  And good luck to Old Spice as well:  they didn’t seem to sign an exclusivity contract with Isaiah, and now he’s apparently shilling for Microsoft and Windows 7, using nearly the same persona he did before.
By the way Old Spice, Isaiah > Ray Lewis.  Just sayin’.

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Photo of Current360 Associate Creative Director Robert Womack

Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.