When I was young, Old Spice aftershave was something old white men who had yachts would buy. Compare that to the work that's been done for Old Spice lately, and I see advertising genius. (A not so long-ago ad featured one of my favorite actors, Bruce Campbell!)
But this ad made me grab the Tivo remote and rewind it TWICE the first time. AWESOME. Granted, I'm an adophile, because I work in this world, but there are three great things about this ad straight from the beginning.
Isaiah is talking to the ladies. (Primary shoppers in most households.)
Isaiah is the opposite of the old white men that are stereotypical Old Spice customers. (He is reaching a whole new target market.)
The product being advertised is not the Old Spice aftershave, but a bodywash, which is something that young men actually use.
Going through the ad, they stayed 100% true to Old Spice. Everything about the ad is true to the old-school country-club flavor of the Old Spice product. But when you put that smell on Isaiah, it smells a whole lot fresher, younger, better!
It's important to know in advertising what they're trying to sell you. And this ad is very clear. Isaiah is the "MAN your man could smell like." And that is exactly what Old Spice is selling. They are selling you this man, a very nice looking man that looks like the ideal man for a segment of the market they would like to reach. And if you like the way this man looks, then buy this body wash. And your man can smell like this guy.
What's so clever about this ad is that they have written this to make you, the buyer, feel smart. Because you are not being told that your man will look like Isaiah. You are not being told that you will get to meet Isaiah. Or get those tickets to that thing you love. You are not stupid. You are being told the straight up truth. He is on a boat. He is on a horse. Your man can smell like him.
By the way, this is also a great piece of film work. The boat and horse are for real. There's a great making of video on YouTube if you're really into this as much as I am. Here's the link: Twit TV
I mean, how could I possibly look at, or want another man after watching this commercial? Check him out in this mere 30 second time frame... Chiseled, with a deep husky voice. In just a bath towel. And apparently, he smells good. Oh look, now he's on a boat. Buh-bye, bath towel around waist. Hello, shirt over shoulders. Apparently, he still smells good. Now he has an oyster in his hand. And look! He's got … more
This commercial makes no SENSE at all. It reminds me of that pic of Darth Vader on the shoreline, pouring himself a cup of Brita. Exactly.. it doesn't make any sense. See for yourselves: The ad wasn't run during the Superbowl. Weird, right? Instead of putting millions of dollars into a single 30 second spot.. Old Spice created a number of ads to play before movies like "Valentine's Day" and … more
I don't know who that amateur was in the February version but the commercials made by Tim and Eric show a real man, complete with the necessary bouncing pecs and arms growing out of his arms. See more funny videos and funny pictures at CollegeHumor.