How did Old Spice — a brand mostly associated with, well, older men — become relevant this year? All it took was a shirtless man, a towel, a horse and a one-take advertisement that went instantly viral. The clip for Old Spice Body Wash featured former NFL aspirant Isaiah Mustafa as "The Man Your Man Could Smell Like," the ideal man who showers women with gifts, lounges on boats and even bakes gourmet cakes. The ad, which has been viewed more than 23 million times, led to a series of spots featuring Mustafa and an increase in body-wash sales. Mustafa became a star in his own right, landing talk-show appearances and movie deals. Plus, his infamous towel became a popular (and incredibly easy) Halloween costume.