Old Spice is typically a brand most men (at least here in the UK) see as an ‘older men’ brand. Something you smell on your Dad or Granddad but have never thought about putting on yourself. This is why I was surprised to find the utter brilliance of an ad entitled “The Man Your Man Could Smell Like” on YouTube, the latest in advertisements advertising the re-positioning in market of the Old Spice brand. Is this probably the greatest advertising campaign for deodorant out there today? Judge for yourself:
There are several things brilliant about this advert:
- The excellent tag line added to the description: “We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.”
- If you’re a woman, you’ll now look at your boyfriend and think “why are you not more manly you woman scented body washer?”
- He has a boat, but he was just in the shower a moment ago
- He has tickets to your favourite thing you want to go see
- They turn to diamonds
- He’s on a horse
As an added benefit, they also have Men focused advertisements which encourage Men to switch things up with their deodorants. Here’s “Different Scents for Different Gents” which covers this very well.
http://www.youtube.com/watch?v=ekn36qfsi74
Like the adverts? Watch the full set on YouTube or on their official site’s video section.
Edit: Seems Old Spice have gone ahead and done it again with their B.O. Blocker range of ads. Here’s a sample from those (also found on their YouTube channel) below:
http://www.youtube.com/watch?v=2Q2OlqsknXI
