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Quirky Old Spice spoof plays up BYU's library

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The Harold B. Lee Library's "New Spice, Study like a Scholar, Scholar" commercial had only been on its website and YouTube for a few hours Thursday, but it was quickly gaining popularity thanks to its comical explanation of the library's offerings.

"We're ecstatic that there's been so much response to this video," said Chris Garcia, library multimedia project director.

Within hours, Garcia said, they were getting comments from universities in Canada and have heard about people watching the video in England and Egypt.

The Multimedia Production Unit's job is to promote library services, record lectures, design kiosks and occasionally create hilarious videos.

"This is definitely what everyone wants to do," Garcia said.

Student employees came up with the commercial idea in late May, planned all the stunts and filmed it in nine hours on a Saturday in early June. The commercial stars HumorU comedian and BYU student Stephen Jones.

"I thought it was the coolest idea in the world when we made it," said Jones, who enjoys doing voice imitations. "But I didn't realize how professionally done it was going to end up being."

The commercial plays off Old Spice's new campaign, which encourages women to stop buying their men "lady-scented body wash" so that their men can smell like "he can bake you a gourmet cake in the dream kitchen he built for you with his own hands."

But instead of promoting a toiletry, the library video reminds students that "eight out of five dentists say that studying in the library is six bajillion times more effective than studying in your shower," and students can there access "bucket loads of library databases." Students can also have a "celestial sandwich" in the "snack zone."

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