For maximising the potential of social media in masterly fashion I take my hat off to W+K – but, strategy aside, and ignoring the fact that the Old Spice executions rely more heavily on irony than insight, I'm really not being swept away with the online tide because I just can't erase the stench of the anticlimax of unwrapping a present and finding a gift pack of aftershave, deodorant spray and talc rather than a toy or at least some chocolate bursting out of my stocking on Christmas morning.
Specifically, while the multiple online replies are the result of a superb piece of planning, the branding is scarily really just dressing (smelly) mutton up as lamb.
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