Old Spice: Shave Gel Baby

What's new? Well, in the Old Spice world, nothing is newer than Shave Gel – the latest and greatest product offering from the iconic men's grooming brand, providing guys with the best shave possible. It also marks the triumphant return to the Internet for Old Spice spokesperson Terry Crews. And, yes, he is still sans shirt. To launch Shave Gel Wieden+Kennedy Portland released two spots and in a unique twist, for one day only, a YouTube masthead takeover featured an interactive user-generated build in which consumers were asked the question: “Are (fill in the blank) newer than Old Spice Shave Gel?” Upon entering any noun, the page flipped to a dedicated URL featuring Crews himself and a wacky, humorous response. The 24-hour website generator created hundreds of unique sites based on the word entered into the program.