Turkish Airlines V. The Old Spice Guy

I was reading the Mashable article regarding Turkish Airlines recent viral ad with Kobe Bryant and Lionel Messi (cool stuff BTW) and thought about our old friend The Old Spice Guy "Ice cream? OK". I remember reading a case study in my recent MBA program about Old Spice in particular; the case stated that even though the Old Spice commercials were a hit virally, it didn't necessarily translate to more sales. Though personally I am married to the Old Spice brand and will never use another deodorant, just because something goes viral doesn't mean that will translate to more income. The question still remains; What is the impetus to get someone to buy my services?