“The Man Your Man Could Smell Like” television spot was a huge success, but we wanted to engage with fans on a deeper, more intimate level. We thus created an interactive experience in which our Old Spice Guy personally responded to fans on the Internet in real time - an effort that would go on to become one of the most popular interactive campaigns in history.

Inspired by real comments from fans all over the Web, we wrote and produced 186 videos in 2½ days, in which our hero, among other things, offered a romantic wedding proposal.