The Old Spice Man videos that are taking the internet by storm are a result of a marathon 3 day production from the brand’s agency and the actor Isiah Mustafa

A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday and produced 87 short comedic YouTube videos about Old Spice. In real time. They leveraged Twitter, Facebook, Reddit and blogs. They dared to touch the wild beasts of 4chan and they lived to tell the tale. Even 4chan loved it. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that’s just over 7 minutes per video, not accounting for any breaks taken.

Marshall Kirkpatrick over at RWW has a nice write up on the shoot, and calls out what I think is the most important element of this campaign: that the brand team at Old Spice had the courage to trust the Wieden + Kennedy team and give them the freedom they needed to crush it.