As many of you probably know already, the Old Spice You Tube video enslaught held last week has become an absolute Internet and social media all-star. Just when we think we've seen it all, the dudes and dudettes at Wieden + Kennedy Portland pull this one out of their creative-beyond-genius asses. Props seems like such a ridiculously lame way to say "way to go," but it's clear that no words can describe the brilliance, execution effort and results of the campaign - it's of the hizzle. (description of the campaign from Mashable.com) [youtube=http://www.youtube.com/watch?v=nFDqvKtPgZo] So what can we marketers learn from all this? First, if you haven't heard of this campaign, you're in trouble. Seriously, I'm not trying to put anyone down, but holy crap, if you didn't hear about this until now and you're a "marketing professional" I'd suggest working a bit harder. You have to keep tabs on this stuff. Get to the front lines and pay attention. Second, the Big Idea once again triumphs. That's right. Unless you have a Big Idea don't even bother putting out the campaign. W+K have done fabulous jobs of coming up with Big Ideas (from Honda's Cog to Nike's MVP Season II) and it's these Ideas that make the most difference.Unless the Idea is damn big, like bigger than the one you currently have for your new product, it'll fizzle, drown, die, whatever you want to call it; it'll suck. Third, connecting with people on a personal level has been taken to a whole new, well, level. Back in the day, marketers shouted at people (TV), then we listened to people (web), now we have opportunities to connect and communicate with people on an extremely personal level (social media). It's also instant. W+K tells us in this short and sweet Adland.tv interview that we can use these media to communicate on a real-time basis by responding to posts and comments not within days or hours, but within minutes. Take advantage of this. Fourth, a good, no, great team is essential. I'm sure this campaign wouldn't have gone as smooth had it not been for a hugely talented team of dedicated personnel (also part of the Adland.tv interview). We have to hire awesome, empower awesome and treat awesome with awesomeness. That's all I got.