elspethjane:

Tait says that Old Spice’s parent company Proctor & Gamble exhibited incredible bravery in allowing his team to write marketing content in real time, with little to no supervision. “There is such great trust [between the companies],” he said. “But we are being very responsible. They have given us a set of guidelines and if we get close to the edges we contact them.” (via How the Old Spice Videos Are Being Made)