Old Spice — "The Man Your Man Could Smell Like" (2010)

Wieden+Kennedy's 2010 Old Spice campaign starring Isaiah Mustafa transformed a declining brand associated with grandfathers into a viral sensation. The Super Bowl ad became YouTube's most-watched video at the time, and the follow-up interactive campaign — 186 personalized video responses filmed in two days — pioneered real-time social media marketing. Old Spice sales increased 125% in the month following the campaign's launch.