Are you an Old Spice man?

*SMH, the Old Spice (www.oldspice.com) campaign has certainly created a rift of giggles world wide, what with the gorgeous hunk of a man with glistening biceps enticing viewers with "The man your man could smell like" whilst drifting through a montage of white beaches and waterfalls, ending up on a white horse!

The TV adverts have already become a YouTube sensation - and if you havent seen them yet then you're missing out...


The brilliant adverts are below:

My question - sure the stats (http://bit.ly/c0ePB0) show a peak in sales figures, up 107% from the start of the campaign, but how many of those purchases will turn into long-term brand loyalty? Does a clever viral campaign really result in long-term brand benefits? In this case, I think not...