He doesn’t provide any secret formula for creating viral content, because frankly there isn’t one. It is difficult to know in advance what will work and usually the kind of content that goes viral is the funny, crazy or bizarre stuff that is hard to brainstorm. Regardless, Jonah offers some great insights into targeting what he terms the “Bored At Work Network”  and he explains how they are instrumental in pushing viral content online.

The funny original ad “The Man Your Man Could Smell Like” has over 11.6 million views on Youtube. The second ad “Questions” was released 3 days ago and has already managed 1.5 million views.

Actor Isiah Mustafa gives a great interview below, talking about how the how the ad was created. The 9-minute interview begins with the new Old Spice commercial and then Mustafa gives a play-by-play of how it was filmed outside at two locations; on a beach in California and on a custom-built set beside an icy lake in the mountains near Vallermo, California.

Isiah Mustafa Reveals The Secrets Behind The Old Spice Commercial

The ad also ties in social media nicely with a Facebook page that has garnered 550,000+ followers.