Thanks to the TV ad, millions of people–women, especially–now felt something for Isaiah Mustafa, and were linking his manly abs to the Old Spice brand. Then they started talking about it on Facebook and Twitter and making spoof videos on YouTube. As soon as a bare-chested Mustafa finished gliding around from one paperback-romance scenario to another, reassuring women that even if their man didn’t look like him, they could smell like him if they stopped using lady-scented body wash, millions of people rewound their DVRs and watched the ad again.

First, it started with outstanding content, spoofing every stereotype of masculinity they could come up with through clever writing and picture-perfect casting.