There is no shortage of stories and claims of how Old Spice has rewritten the world of advertising, more specifically "Social Media".
This is an amazing "video" case study story of how the "Old Spice Guy" who is deadpan, vain and prone to unrealistic claims of physical strength and sexual prowess, pored on the charm and he's charmed millions.
I am certain the presses were stopped on any printing press in the last 2 months that was about to bring the world a textbook or "case studies" on How Sell More Stuff To People Who Don't Need More Stuff.
ADDITIONAL CASE STUDIES:
Take the time to check out the Wieden+Kennedy blog/website first for their own take on the press coverage.
Agency: Wieden+Kennedy, Portland