Smells like team spirit.

Or, just shameless self promotion.

Well earned either way.

There's been quite a bit of debate recently concerning the Old Spice campaign. People - and by "people" I mostly mean envious industry folk who wish they were part of something nearly as cool - are questioning whether or not the OS ads and all the social, viral groundswell and earned media have actually moved the business.

So let's put an end to all the wondering right now, shall we? Weiden just released this nearly 5 minute video that seeks to extinguish any lingering doubt. Check that out here, then read on.




This, in my opinion, is (and by "is", I mean "should become") the modern day equivalent of an agency reel.

Agency reels have historically been exactly that. A few minutes of what the agency believes to be its best TV spots, digital work, print ads, or whatever else, all wrapped up in a company positioning. The content of an agency reel is largely determined based on awards won, attention received, brand reputation, etc; it is less often concerned with advertising that moves product.

This W&K bit, on the other hand, is a case study of sorts that manages to keep the creative sizzle in tact, while giving itself credit for sales growth. It doesn't get too overwhelming with facts, but doesn't glaze over them either. It is in equal parts a testament to the agency's creative aptitude as much as a statement about the agency's responsibility for driving business.

By the way, I'm not suggesting W&K intends for this to be its "agency reel". What I am suggesting is that perhaps it - or some series of things like it - should be. To most prospective clients, something like this will have 10x the impact of the traditional agency reel.

Marketing people will eat up. It is the ultimate win-win.

Creative that's cool enough to get people engaged, talking and copying AND buying the product. Are there more cases out there just like this one, but simply not enough agencies looking beyond their own four walls to package the success stories? That's rhetorical.

Frankly I think case studies like this are indeed few and far between, primarily because most clients don't trust their agencies to make smart, "nontraditional" creative decisions that won't run them out of business. Clients have not bought into the idea of agencies moving their business. The majority think of agencies that do one thing - make advertising. This is a learned behavior that will take some un-learning.

So I hope this brings some closure to the did the campaign work or didn't it question. It's sure to bring some more business to W+K's doors.

I'm calling this one ON STRATEGY....for W&K. A fine piece of self promotion.