By now, you have undoubtedly seen this groundbreaking ad. But just in case you’re not responsible for one of the 23 million views this has had on YouTube alone, then click below:

Old Spice has revolutionized the advertising world with this widely recognized series of manly commercials. The widely received campaign has not only garnered huge reactions from television ads, but has had success virally as well. Old Spice took their campaign to the next level by engaging fans via social networking sites like Facebook, Twitter, and YouTube. The moderators of their Facebook page assume the personality of the now famous Old Spice spokesperson, and update statuses frequently in his unmistakable, outlandish, tone.

That wasn’t all though. Old Spice quickly and hilariously responded to user comments from their pages with video replies starring said spokesperson. My personal favorite is this one, where a commenter has a monumental favor to ask:

I really hope that girl said yes. But wedding bells or not, Old Spice’s viral campaign continued to grow by appealing to niche crowds as well as the masses. They employed the cult comedy team Tim and Eric to direct a series of absurd, viral commercials. Again, the ads were well-received.

It didn’t stop there, either. Another branch off of this constantly growing idea tree extended when they hired future NFL hall-of-famer Ray Lewis to do a series of television commercials. The most notable is one where he delivers his pitch, crawls out a window, and onto a rocket-powered raven that flies away and blows up Saturn using lasers from its eyes. Now, on Facebook, fans can send in pictures of themselves that will be photo-shopped onto the planet-destroying bird.

All in all, we’re enjoying wildly entertaining and unique advertisements that continue to obtain massive success. And if any out there disagree, I will remind you that this is a company that makes deodorant. A company that sells a product that you wipe onto your armpits has captivated millions of viewers with a campaign that has no bounds. And with that in mind, I will leave you with this: