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And so, the Old Spice Man videos are over. I loved these excerpts from this story summarizing how the videos were made. Kudos specifically to P&G for not letting company politics and reviews get in the way of real-time marketing responses:

“Those people are having more fun than I’ve ever seen anyone have in a shoot like this. That’s part of why it’s doing so well. It’s genuinely infectious, it transmits itself through the internet in a massive way.”

Tait says that Old Spice’s parent company Proctor & Gamble exhibited incredible bravery in allowing his team to write marketing content in real time, with little to no supervision.

“There is such great trust [between the companies],” he said. “But we are being very responsible. They have given us a set of guidelines and if we get close to the edges we contact them.”

That trust is all the more necessary because of how new this really is, in some ways. “If the message that comes out of this is that you can make TV commercials in 30 minutes, then we’re all out of a job,” Tait jokes. “This is something new. We’re operating on Internet time but with a level of quality you’d get on a TV slot. That combination was what really got many peoples’ attention.”