# Apocalyptic Deodorant Ads The Old Spice Campaign to Save the World Involves Dikembe Mutombo By Jonathon Brown | Published 2012-11-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/old-spice-campaign References: [creativecriminals](http://creativecriminals.com/online/old-spice-dikembe-mutumbo/) & [oldspicesavestheworld](http://www.oldspicesavestheworld.com/) This latest [Old Spice](https://www.trendhunter.com/trends/swaggy-spice) campaign aims to save the world by way of retired [NBA](https://www.trendhunter.com/trends/nba-jingle-hoops) player Dikembe Mutombo. The story goes that the Mayan calendar predicts the world will end December 21, 2012. That gives Mutombo and Old Spice about a month to "save the world." The Old Spice campaign plays out like this: a video explains the scenario and ends with a 1980s-inspired video game version of his likeness holding two flapping doves above a button that says "Play." Once clicked, users are brought to OldSpiceSavesTheWorld.com. From there, you lead Mutombo on a journey through different challenges in a [low-graphic video game](https://www.trendhunter.com/trends/grab-the-sweet) that looks like it came from an arcade three decades ago. Each week, a new level in this Old Spice campaign is unlocked and you can help Mutombo reach his destination, which means he's saved the world. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 12% | Activity: 34% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Apocalyptic Advertising:** Opportunity for brands to creatively use end-of-the-world scenarios to generate hype and market products. - **Retro Video Game Design:** A potential way to attract nostalgia-loving consumers in interactive marketing campaigns. - **Celebrity Collaborations:** Partnerships with celebrities could boost a company's brand recognition and social media engagement. ### Industries Being Reshaped - **Personal Care:** Companies in this industry can create innovative ads that use apocalyptic themes to sell products. - **Gaming:** Video game companies could leverage retro design elements to appeal to both younger and older consumers in advertisement campaigns. - **Sports and Entertainment:** Brands can team up with retired athletes like Mutombo to create buzz and reach new target audiences. ## Related on Trend Hunter - [Sweat-Reducing Advisers](https://www.trendhunter.com/trends/no-sweat-predictor.md) - [Deodorant Stick Personable Mascots](https://www.trendhunter.com/trends/swaggy-spice.md) - [Meat Sweat Campaigns](https://www.trendhunter.com/trends/meat-sweat-defense-kit-1.md) - [Odor-Fighting Body Deodorant Ranges](https://www.trendhunter.com/trends/old-spice-total-body-deodorant.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Mascot-Approved Deodorant Campaigns](https://www.trendhunter.com/trends/dove-mencare-deodorant.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Humorous Star-Studded Chip Campaigns](https://www.trendhunter.com/trends/call-of-the-mustaches.md)