The Old Spice “Stage Your Own Internetervention” campaign, promoting Old Spice body spray, involves nine different fake offers each promoting a non-existent product. The product offers come complete with a URL that, at first glance, looks like an actual product site.
When you try to click on any of the site links, an alarm sounds and the site transitions into a video featuring Isaiah Mustafa, offering an Old Spice body spray “Internetervention.”
Mustafa, a former Seattle Seahawk practice squad player, first became known as the Old Spice guy when he appeared in the 2010 campaign “The Man Your Man Could Smell Like.”
This time around, Mustafa appears in all nine videos. Each video features Mustafa telling the viewer what a bad mistake they’re about to make, purchasing items like black leather sheets or a bargain tattoo deal (“Buy one tribal tattoo, get one barbed wire tattoo for half-price”).
The campaign includes a site listing all nine offers, each with the ability to “Prank A Friend” or “Visit The Site.” Clicking the “Prank A Friend” link lets users share the fake site on Twitter or Facebook, or copy the site’s URL. The “Visit The Site” link takes viewers to the fake product page where the video launches.
Each of Old Spice’s fake offers comes with its own URL:
- Push Up Muscle Shirt: http://theflatteringman.com
- Illegal Neck Work-Out Machine: http://zaneckworkouts.com
- 100% Gold Headset: http://glitzelectronics.com
- 100% Black Leather Sheets: http://toughsheets.com
- Cologne with Real Protein: http://smellpulse.com
- Spray Tan Parties: http://partytanz.com
- Brodos Live Inside a Condo Inside a Gym: http://brodominiums.com
- Bargain Tattoos of America: http://freshbodycoupons.com
- Soul Patch Powder: http://flavorpatch.com
The URLs launch the pages that transition into a video starring the Old Spice Guy giving an “Internetervention,” like this one of him explaining what happens to anyone who would consider buying “Soul Patch Powder”: