Isaiah Mustafa on Advertising Celebrity, Humility and His Super Bowl Pick
Turns Out the Viral Star Is a Team Player
Posted by Irina Slutsky on 09.23.10 @ 10:54 AM
--> Ad Age readers already know the facts. Old Spice viral ad uberstar Isaiah Mustafa's first spot for Procter & Gamble's Old Spice was viewed more than 20 million times. The Old Spice YouTube channel is now reportedly the most viewed channel of all time, with 145 million views, many of which were garnered when Mr. Mustafa and Old Spice embarked on a series of personal video responses to questions. Views for the response effort added up to more than 57 million. The first ad in the campaign, created by Wieden & Kennedy, won an Emmy and the Cannes Film Lions Grand Prix. More important than awards, the campaign has been credited with increasing Old spice sales in the U.S (though price promotions may have had a hand in that).
So it's no wonder he's become an adland celebrity -- complete with handlers. Mr. Mustafa spoke at an internal YouTube event held Sept. 17. Despite his celebrity status (or because of it), Ad Age was not given permission to film the interview. YouTubers, however, were allowed their share of fan pics. But Ad Age got in and asked him a few questions.
While it looks like he won't be starring in any more Old Spice ads for the time being, Mr. Mustafa has accepted at least two film roles, one in a movie starring Jennifer Aniston.
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via adage.com
Who knew he was such a down to earth guy.
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