Old Spice Does It Again and Again

Congrats to folks at W+K, who continue to push their Old Spice campaign into new territory (and to think, a few years back this was a brand that made you think of your great Uncle Buzzy).

And as if their commercials weren't rad enough, now they hit us with personalized video responses from the Old Spice guy to Twitter comments. Damn, they're good.

UPDATE: Here's an interview with the team behind the project.

UPDATE AGAIN: And here's the 2-day stats on the campaign.

AGAIN UPDATE AGAIN: Another interesting article about why this thing worked.