Old Spice has brought Isaiah Mustafa back on the internet – this time to launch the brand in the UK. Interestingly, the idea is tweaked to suit UK (or at least the perception of it) as a hunt not just for manliness (#GentleManHunt on Twitter) but gentlemanliness. According to Campaign, UK:
As part of the activity, Old Spice has conducted its own research into the modern British man. In a survey of more than 2,000 adults, the brand has found that “a real man pays the bill on the first date”, with 52% of respondents agreeing, while less than two out of ten men think a modern man should wear speedos or a sarong (18% and 15% respectively).
So Old Spice dubs UK “home of the manliest man of all…the Gentle-Man. Over the next few weeks, Old Spice will be in the UK finding out what makes the UK man a Gentle-Man‘.
Agency: Leo Burnett
It is interesting to see the popularity and influence of the previous Old Spice campaign in user comments on Facebook. Sample this:
Hello old spice man Look at your map, now back to me, now back at your map, now back to me! Sadly you are not here, but if you stop looking at other comments and focus on mine you could be herewith me. Look down, back up, where are you? You’re on a plain, with a map you like to look at. What’s in your hand? Back at me, I have it, it’s an oyster with two tickets to something in HASTINGS, look again, the tickets are now diamonds! Anything is possible when you’re in Hastings and nowhere else…I’m on a couch! ??????
So intrepid explorer, why not come to the birthplace of the English man where our current ways have stemmed from following the battle of 1066. There is many a tavern for you to quench your thirst, some fine places to try some fantastic English cuisines and some reasonable women for you to cast your noble eye on. Furthermore it boast the birthplace of television from which has allowed us to view your glorious adverts…SWAN DIVE to Hastings the home of the English Gentleman.
Do Britishers see themselves as gentlemen? Or is it just a popular perception of Britishers in the US? Either way, the idea of a hunt and active participation from Isaiah Mustafa himself is guaranteed to create buzz on social media.
— Isaiah Mustafa (@isaiahmustafa) December 6, 2013
Also the ver nature of Twitter is to give free advice on all things under the sun. So asking UK folks to suggest placed to visit is likely to garner response? Will it be as big a phenomenon as the earlier campaign?