place at a very rapid pace – the agency was adamant that it would not give a predictable solution. Throughout the whole process, they pushed back against any effort to control, over-rationalize, and in Rishi they had an enlightened client who empathized with them. Out came Isaiah Amir Mustafa, an NFL player and small- time actor, but an inspirational piece of casting, to bring to life the idea: “The man your man could smell like”. The first television commercial was beautifully shot by director Tom Kuntz. It was a leap of faith. It had to be – the agency had insisted on a pre-nuptial which broke the P&G rule that all advertising would be susceptible to pretesting. As Rishi says, “the true test was when the consumer reacted to it”, which they did in their millions. It’s probably the feeling of attractive rebelliousness which makes Mustafa so effective. But also the strategic thought behind him, which was that 60 per cent of men’s body wash is bought by women. By saying as he did “look at your man, now back to me”, he simulated – and created – a conversation between men and women. Old Spice’s The Man Your Man Could Smell Like campaign featuring Isaiah Mustafa cleverly played on commonly felt notions of desire, pride, jealousy and masculinity – all in a uniquely quirky way – to take a swing at Axe. It worked. By July 2010, with an eye still on Dove, the campaign changed into a more directly social gear. Mustafa filmed the so-called Response Campaign in two-and-a-half days, recording 186 personalized messages to Old Spice fans on Facebook, Twitter and YouTube. In 24 hours, with 6 million views, it became one of the most popular interactive campaigns in history, winning the online buzz war (capturing 76 per cent