look at your Millennials, now back at me

I rarely devote an entire post to something off-site without some kind of commentary. But what happened with Old Spice and the Internets last week was worth noting on a day of its own… with commentary to come later this week. [You can now see the whole series here.] For now, I figure you might just want to spend some time enjoying and learning – I spent quite awhile myself.

I’d also love to hear your thoughts on what we who serve Millennials might learn from this. If you’re a blogger, I encourage you even to consider blogging on this topic – if you do, please let me know; I’d love to link to your post! Collaboration is a wonderful thing, and this is a fun topic to collaborate on!

[We’ll be doing all kinds of collaborating at the College Ministers Cohort during the amazing Catalyst Conference in October! Check out the FREE Cohort here…]

For two days last week, Old Spice Man ruled YouTube, Twitter, Facebook, Reddit, and assorted celebrities’ lives. MSNBC reported,

As people tweeted questions about manliness to the Old Spice Man, he began posting near-real-time video vignettes responding to the queries, all in character and with no small degree of humor as he stood bare-chested, abdominals front and center in a bathroom set with the creative crew and comedy copywriters of Wieden + Kennedy [the ad agency] behind the camera furiously writing jokes and chasing down props.

In a two-day blitz, the team produced more than 180 video “shout-outs,” including a marriage proposal (she accepted) and exchanges with celebrities including Ellen DeGeneres, Demi Moore, Christina Applegate, Alysa Milano, George Stephanopoulos, Olympics speed skater Apolo Ohno, gossip blogger Perez Hilton, tech gadget blog Gizmodo, Stanley Cup champions Chicago Blackhawks and Starbucks…

If you’re anything like me (and I expect that there’s a spectrum on that), you’ll spend some major time watching these videos. After all, it’s summertime, right? But regardless of how much fun you take out of this, I’d encourage you to read up on this. Perhaps start with this article, describing the actual process; the MSNBC one is helpful, too, even if not everything is applicable for our world. If you find any really solid articles that explore what we can learn, please let me know.

Because if ALL we do is learn how to make parody videos from this, that’s a lazy way to miss wisdom from an unusual source. Let’s look through the lenses of college ministry and see what we can learn about our audience, our methods, and our opportunity!

You can find all the videos here; just click “Old Spice Responses” on the right side. The Alyssa Milano sequence is phenomenal, and the Demi Moore one is awesome.

At the top is one of those 180ish videos, which informs us of Old Spice Man’s alma mater, major, and minor (or double-minor?): “It was the best two days of my life.”

Stay tuned for more this week! (Here’s the next post.)


[Click to ask questions, comment, or see any comments on this post!]


  1. Oh man, did I ever waste some time watching these this week!

    A couple of thoughts about the Old Spice guy and how it might be relevant to college ministry…

    -It was obvious they were having fun with it…and that was attractive. It made me want to learn about the marketing company that was putting these shenanigans on. Seems like a fun culture to be a part of.

    -It was basically real-time. We like real-time stuff cause it’s fun and feels good to watch something unfold before your eyes.

    -It was a two-way dialogue. The video’s played off of the hilarious questions people were asking. 100 times more engaging than a broad 1-sided marketing campaign.

    These couple of days really give you some insight into our culture and what gets their interest. I wonder if some sort of outreach could come from this?

  2. I really appreciated these thoughts, Matt McComas, and I’ve already quoted you once in the follow-up. More to come. Really helpful.

    And you’re right about the outreach, too – it does seem like some campuses could do a “virtual Q&A” with the same kind of methodology, although being funny about Old Spice is probably easier than being funny about the Problem of Evil. :) But now you’ve got me thinkin’…

Leave a Reply