bol.com - the biggest online retailer in the Netherlands - has joined forced with Procter and Gamble to promote fathers day with an online video produced by digital agency Dept.
Starring the ‘Old Spice Guy’, actor Isaiah Mustafa, the campaign aims to help customers find the perfect Father’s Day gift in time for the weekend (17 June). In sixty seconds, Mustafa provides the Dutch viewer with the do’s and don’ts of purchasing Father’s Day gifts. The video has already garnered over half a million organic views and will be broadcast as a TV commercial in the run up to Father’s Day.
Dries Poels, head of brand & marketing communications at bol.com: “Two quirky and humorous brands joining forces. For us, it does not get any better, especially with the legendary Isaiah Mustafa as the cherry on the cake. We are very pleased with the end result, but especially with this unique collaboration.”
Rene Edelenbosch, business leader skin & personal care at Procter & Gamble added: “In terms of humor and target audience, bol.com seamlessly fits in with Old Spice. We were both very enthusiastic about what we could create together around Father's Day. It even introduced a new concept in the Netherlands: 'old spice chainsaw drone’."
Dept was formed earlier this year, when 13 European agencies joined forces to create one single entity. Continued expansion means that the agency now employs over 900 staff in the US and ten European countries.