♪ (upbeat rock music) ♪
♪ (ragtime music) ♪ - Oh, interesting. Here we go.
Let's see what happens.
- (man) Hello, ladies.
- (Catherine) Why, hello! - Oh, Catherine.
- (man) Now, back to me.
- (Jennifer) I love him. - (laughs)
- (man) But if he stopped using lady-scented body wash
and switch to Old Spice, he could smell like he's me.
Look down. Back up. Where are you?
- Her eyes are actually bugged out.
- (Richard) A male pornography here? - (man) What's in your hand?
Back at me. I have it.
- Robert's a little jealous. I can see that.
- (man) ...you love.
- (Jennifer laughing) Yes.
- (man) Anything is possible when your man
spells like Old Spice and not a lady. I'm on a horse.
(Bill chuckling)
- ♪ (Yehuda imitates Old Spice jingle) ♪
♪ And the ship that crossed the ocean ♪
- (snickers) - (man) Hello, ladies.
- (Catherine) Well, hello again. - Wow. Still jealous.
- (man) Can he smell like me? Yes.
Should he use Old Spice body wash?
- (Jennifer) The man of my dream.
- (man) Do you like the smell of adventure?
- Oh. - Again.
- (Richard) Oh, he's walking on water.
That's quite biblical, isn't it?
- (chuckling) Wow, he's, like, hardcore.
- (man) Swan dive...
(Jennifer chuckling) - (man) ...into the best night
of your life. - (Jennifer) Oh my gosh.
- (Yehuda) That takes some creativity. The guy's great.
(splashing) - Wow.
(Victoria chuckles) - I like her reactions.
- (Victoria chuckling) Yay.
(silence) - (chuckles)
He wants more. - (Richard) Sort of leaves you speechless,
doesn't it? - (chuckles)
(movie reel clicks) Oh, this is gonna be good.
- (FBE) How would you describe these commercials to somebody?
- (Laura) I don't remember them that well.
- Wow. - (Melvin) They're very upbeat.
- (Victoria) Very contemporary. - Yes.
- (Victoria) Very funny. - Yeah. Thank you.
- (Robert) The first one we've seen so many times.
He was on a horse. - Look, he's tired of it.
He doesn't want-- Robert wants to have nothing to do
with that guy on the horse.
- (FBE) Why did they choose to make outlandish commericals
to sell products?
- I think they did it just
so you would remember the product name.
- (Richard) Television has become commercials...
- Mm-hmm. You're right. You're right.
- (Catherine) To get attention, and you'll remember it.
Supposedly when you go to the store, you go,
"Oh, I remember that." - Mm-hmm. Advertising 101.
- (Jennifer) I just think they're so clever and fun
and brilliant. - At last, an honest assessment.
- (FBE) I actually have an old Old Spice commercial to show you.
- Wonderful. I'm excited.
♪ (adventurous music) ♪
(Laura chuckles)
- (announcer) Wake up with Old Spice.
Feel the spray on your face. - (Robert) I remember that bottle.
- (Catherine) I remember that...
- Robert smiled at the old commercial.
- (announcer) ...of the open sea with Old Spice.
- And yet, he scoffed at mine.
- (Yehuda) The modern one,
you have a guy that you can't look like.
'Cause that guy's got it all.
He's not somebody that you're gonna be.
- I don't have it all. Uh, I'd like to have it all though.
- (FBE) They have tens of millions of views.
- (Laura) Heh. Some people will watch anything.
- (Richard) Just goes to show you how far we've degenerated.
(chuckles) - Wha--
- The commercial's degenerative?
- (FBE) Did you ever think that one day the commercials
would become the entertainment? - (Laura) No. No.
- (Bill) Never, but a lot of them really are like little baby movies.
- I like that he said they're like little baby movies.
Kinda makes 'em feel cute.
♪ (rock music) ♪
- (FBE) So what did you think of the others' opinions?
- You know, the women,
since the commercial was geared toward women,
had the appropriate reaction
that I think the advertisers were looking for.
The men had mixed reactions.
Some of them seemed pretty cool with it.
Like, "Oh, that's cool. That's interesting, the way they did it."
Others seemed a little less interested.
Robert seemed like he was a little bit jealous.
Let's just be honest.
I think Robert sees himself as the Old Spice guy.
And he's like, "You know,
why didn't they ask me to do that commercial?
I could've done that."
- (FBE) Do you have any memories of what you thought
when you heard the pitch for this commercial?
- The first time I read the copy was just at the audition
or when I got it.
And I was like, "Ooh, this is kinda crazy."
The first time I saw the finished product was in ADR.
I laughed every time I saw it, because it was just ridiculous.
Every time I would say, "The tickets are now diamond,"
Carlos was in the booth.
And he would literally fall out of his chair laughing.
And so that would make me laugh.
- (FBE) Did these commercials help or hurt your career?
- Oh, they definitely helped, yeah.
I don't know if I'd be sitting here
if those commercials had not done what they did.
- (FBE) So back during that campaign,
I remember that you made dozens and dozens
of custom YouTube response videos to user-submitted questions.
- Yeah, yeah, yeah.
We did that three different times.
But the first time was by far the funnest
and most amazing three days I've ever had filming anything.
The group was turning around videos every seven minutes.
At the time, it was pretty interesting.
You would take video responses from--
or video YouTube questions, Twitter questions.
And then they would go to writers.
They would write up a script within five minutes or whatever.
I mean, they were really witty too.
And they'd throw it to me in a monitor.
I would say it one time just so they could hear the tone of it.
And they would be like, "Okay, go."
And then the next time I'd say it,
I would look in the camera and deliver it.
And there's tons of--
Like, we did 177, 186-- I forget the number now.
- (FBE) And how do you feel about Old Spice
being a part of your legacy? - Oh man.
I genuinely have come to absolutely love it.
I get a kick out of it,
because if my daughter ever goes into advertising or marketing,
I will be in one of her textbooks as a case study,
because I get tweets and messages all the time.
And people go, "Oh, I was reading my book, and then I saw you.
And then I saw this thing about your Old Spice campaign.
It was like--" you know? So it's kind of fun and cool.
♪ (upbeat rock music) ♪