Among their commercial videos, the ones that feature Terry Crew usually generate the highest number of views in comparison to other videos. Their use of celebrity endorsement strategy is indeed effective as Terry Crews is known for his crazy-acting role in his movies ( e,g White Chicks, Expendables etc.) and people love the guy for that aspect of his. Old Spice usual commercial videos featuring Isaiah Mustafa as a calm, manly role model for their videos. With Terry Crews, their commercial videos switched 180 degree from their usual ones, from calm, manliness into crazy, explosive & fun, creating a whole new look for the company and thus, attracted more viewers on the Internet, as well as Terry Crews's loyal fans as one of their potential customers.
Here are some of the old commercial videos from Old Spice, featuring Terry Crews:
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