Brand Update

Desi Brand

The Year's Most Creative Advertising Ideas

From Procter & Gamble's new spin on men's body wash and deodorant to a pop-up store that serves Pop-Tarts sushi, here are the most creative advertising ideas of 2010.

Sometimes, all you need is a little creativity to turn something old and familiar into a fresh new hit.

That's exactly what did it for Old Spice. To revive a 72-year-old brand, Procter & Gamble ( PG - news - people ) tapped Isaiah Mustafa, the handsome former NFL wide receiver, to star in a campaign to appeal to women. Old Spice presented the chisel-chested Mustafa in ads as "The Man Your Man Could Smell Like," and the campaign went viral. P&G reaped 1.2 billion earned media impressions from the campaign, and Old Spice soared to the No. 1 spot in the U.S. male body wash and deodorant category. The insight that made it possible? Women, not men, do most male grooming purchasing.

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