Old Spice created “The Man Your Man Could Smell Like” campaign that put Isaiah Mustafa (NFL athlete) in out of the ordinary situations. Using Mustafa was attractive to women as well as men. After doing some market research, researchers found that when selling men’s products, it is better to target women. They found that women are the ones who tend to purchase bathroom supplies. The campaign is not only unique but is also meant to be entertaining. Because the brand is trying to sell their product for men to use and women tend to purchase those products, it makes sense for them to use someone (Mustafa) that is attractive to women. This campaign could be an example of the bottom-up model because it started on YouTube and eventually ventured to television commercials. Since this campaign uses TV and YouTube commercials, it would be considered paid media.