Who knew that the aftershave I always associated with my dad would suddenly become fashionable among men less than half his age? 
I guess this is a backlash against the shampoos, body washes and other products aimed at men that smell, as Mr. College Bound puts it, "fruity." He does not want to smell like apples, oranges, or coconut. And judging by the sudden popularity of the Old Spice Guy, neither do most other guys.
The commercials are attention-grabbing, funny, and full of nonsense all at once. But I suspect that the reason for the Old Spice Guy's popularity is that he appeals to women. If that's true, then two things are happening: women are buying that brand for the men in their lives, and men are buying that brand because they know the women in their lives are captivated by the guy in the commercial.
However it's working out, it's marketing genius at work!
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