Would you buy Old Spice from this guy?
Following up on the Bruce Campbell spot, here’s an ad for Old Spice that tries to tweak the testimonial approach, which is apparently stale, by making it seem like a big joke, complete with a bogus and hairy product demo and lines like, “Old Spice performs in real man’s situations, like basketball, recon and Frenching.” By Wieden + Kennedy. |
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January 23, 2007 in Old Spice, Personal care, Wieden + Kennedy | Permalink |
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Hmmm...this seems to be the trick these days at creative agencies. If you have a horrible brief like the old spice challenge - you just make fun of it. It's still sort of what the client wants - a testimonial ad. It still communicates the 1-800 number challenge, right? Crispin does this sort of parody thing all the time. I think this spot's funny. For Old Spice, it seems like a step up towards likability. But how long can we all keep doing irony laced commercials that poke fun at themselves while still doing the heavy selling? This trend seems to be nearing an end...or is it?
Posted by: spotting the trend | Jan 23, 2007 8:11:48 AM
"Wildflowers and shame."
That line delivers the spot.
Posted by: Jetpacks | Jan 23, 2007 9:25:42 AM
I saw this spot last weekend. Loved it. But I don't think it's going to get me to buy the product. Then again, I'm not the target. I like to smell like wildflowers and shame.
Posted by: Smivey | Jan 23, 2007 9:52:32 AM
Behind every man and behind his bottle of All Spice is a ...
woman who creates.
A woman who created to a large extent the art on the bottle, the fragrance in the bottle, the packaging around the bottle, and the name on the bottle.
Enid Edson, here's to the women that rarely get mentioned.
Posted by: nancy | Jan 23, 2007 10:28:54 AM
I like the ad. It plays well into the "eat your cauliflower smothered with cheese" trick.
Posted by: Chris Brogan... | Jan 23, 2007 11:47:44 AM
The interactive is incredible. Lots of clever thought put into both the training and the test. Good to see that great copywriting is still being employed.
Posted by: CorruptedJournalist | Jan 23, 2007 12:31:56 PM
The instant chest hair growth and his delivery of great lines. This spot's fantastic. Makes me want to buy Old Spice. Seriously.
Posted by: yikes | Jan 23, 2007 12:42:50 PM
the chest on his hair reminds me of fuzzy wuzzy soap.
Posted by: nancy | Jan 23, 2007 12:47:44 PM
I think young men will just buy the stuff to display on their bathroom vanity to let their dates (while they have to use the john or is it powder room) know what kind of men they are.
You don't need 25 K for a rosey bathroom makeover. You just need some all spice.
Guys without experience,
Here's a clue:
I would check out what the paper towels say in a gal's kitchen to see what she is really thinking. P&G has your love life all in the palmolive of their hand. (ooops! wrong conglomerate)
Posted by: nancy | Jan 23, 2007 12:58:37 PM
Can we please bar Nancy from posting?
Posted by: Dutycalls | Jan 23, 2007 1:06:08 PM
I second that. Or at least make sure she's sober. That last part (Here's a clue...) is quite surreal. Oh, and Nancy, it's Old Spice, not All Spice.
Posted by: henrik | Jan 23, 2007 2:25:34 PM
Oh, all spice is the stuff i put in the pffeffernüsse when i bake.
(pepper nuts). Drop cookie, not bar cookie. Back in the kictchen.
Don't worry, my internet connection will be disconnected in a few days. No need for an all out ban deoderizer.
Posted by: nancy | Jan 23, 2007 2:36:22 PM
Although the bar has been set incrediby high in the category of deoderant, almost out of reach of mere mortals. It appears that W+K pulled it off without seeming too desperate to be "young" and snarky. Can someone say unholy creative powers?
Posted by: | Jan 23, 2007 4:09:46 PM
Love the spots!
Posted by: | Jan 23, 2007 7:12:57 PM
I love this spot. The parody of their own commercials in the 90s (I think), and overly produced effect with the basketball and changing camera angles... it's great.
And I've used Old Spice deodorant for years now. Switching mainly because they are one of the only brands that has JUST a deodorant without an antiperspirant (which has evil stain-causing aluminum in it)... but the smell, even in the subtle varieties totally does get the ladies... they ALWAYS notice it and I don't wear nothing else...
uh, sorry for the ad...
Posted by: Jesse! | Jan 24, 2007 1:34:36 PM
"Would you buy Old Spice from this guy?"
Absolutely. Thanks to this ad. And I haven't used Old Spice since high school. Hat tip to the client as well for accepting a new way to communicate their brand positioning.
Well done.
Does anyone remember the old Schmidt's Beer radio commercials? It was in a similar vein where the announcer, who sounded like he was nursing a 3-day hangover, would say things like, "Schmidt's isn't a beer for men who go to sleep wearing 'PJs'." Something like that.
Posted by: daveednyc | Jan 25, 2007 11:29:44 AM
Does anyone know the name of the actor/model in this commercial? Since seeing this one, I have noticed him in others (with his shirt on, alas). And yes, this commercial makes me want to buy Old Spice, even though I would never use it.
Posted by: H. D. Franks | Jan 26, 2007 1:01:58 PM
C'mon let's just lighten up a bit. Any of you dudes/dudettes ever work in healthcare advertising? Jeez this is gold compared to the briefs I'm asked to work on! I love the Old Spice challenge spot as well as the Bruce Campbell spot.
Let's face it, the brand is in the 99¢ bin category and it's good to see that someone acknowledges it. At least I can grab a stick and reclaim my dumb, simple, and crude manhood I gave away when I decided to become an Art Director, and then thought I could move to HC and change those stale generic 1970's drug adverts.
Wildflowers and shame indeed!!!
Posted by: roustabout | Jan 30, 2007 6:56:36 PM
The actor's name is Ben reed. I went to high school with him in Oklahoma. He's been in quite a few things. Check his listing on IMDB.com.
Posted by: Lory | Apr 3, 2007 5:04:31 PM
