OT: Old Spice Commercial Guy
So, if you haven't seen the new Old Spice commercials, they're extremely ridiculous and awesome. What's even better is that they've set up a youtube channel and twitter account, and they're filming impromptu video responses to questions that they've been getting over the past day or so. It's a pretty cool marketing technique, and most of the responses are good as well. They've posted something like 150+ responses in the past day or so.
These commercials are awesome!
I saw a video awhile ago about the making of the first one that aired in the super bowl, and amazingly it is one continuous shot.... the only digital effect was the bottle of Old Spice turning into diamonds.
media. Embrace it or die.
And I'm a proud old spice user, apparently, I should have a white horse soon
to Hai Karate myself.
since before I beheld the sword of Urlacher
Immediately makes me think Brisco County Jr.
Well, there goes my productivity for the rest of the day.
Any marketing whiz's out there who wish to comment? I remember as a teenager thinkng Old Spice was only for old people (45+). Now it seems cool. That is very difficult thing to do.
I'll just agree with ya; I'm impressed at how they've turned around their demographic like it was nothing. This stuff puts the AXE ads to shame.
The same ad wizards behind the Betty White resurgence.
edited to note: you're right on, i distinctly remember my buddy laughing at me for using it in high school...who's laughing now right guard user?
I think the trick with reinvigorating these brands is to relaunch when brand identity is strong, but relational brand identification has become weak. Think Burberry, Pabst, Old Spice, all brands once near death. Actual users had mostly gone away, but the underlying brand identity was still strong (Burberry = English luxury, Pabst = unpretentious "real" beer, Old Spice = manly, old school) In other words, no one knew anyone who bought these brands anymore, but we knew the brand as authentic, aspirational signifiers. Old man Pabst drinker gone, but Pabst authenticity remains.
You can't do this kind of marketing campaign effectively with a new or unknown brand, because then it comes off as artificial or pretentious. But with an established brand, people go, "Oh yeah... I remember that stuff!"
And though I like their new commercials, with the guy speaking calmly while he does all kinds of awesome things, I still think they'll be hard pressed to beat
Um, 45 isn't Old or at least it isn't anymore now as I approach it. We used to, and still do call it "Oldman Spice"
VERY old to me as a teenager...I think my mom was 45 when I was 14.
Between the AXE and Old Spice commercials is the target demographic.
In general advertising with NFL audiences, you are going for a Blue collar level of wage earning. AXE is going after teenagers and collage age, while Old Spice is going for Blue Collar but without as specific an age range.
The key difference is in the personality speaking. AXE has teenage/20 something girls speaking, and definitely are giving a message to "boys" that you won't hook up with any girls if you don't buy AXE.
Old Spice is using sex as well, but I think it is not only targeting the men you want sex, but the women who do teh grocery shopping. Old spice guy saying, "does your man look like me" is speaking to the football widows directly. I'm not saying this doesn't also speak to men, but it's not as direct. And when you are marketing to a lower wage earning family where the woman makes the day to day shopping decisions, you need to speak in a different way.
At the age of 43, I haven't lived with the internet during a majority of my life. But the people just crossing 30 have, and that's where the Twitter/Youtube media channel use is an awesome decision, and I'll risk the phrase, "game changing".
But more realistically, it's Old Spice realizing that their age demographic used to be the teenagers that called them Oldman Spice 10 years ago.
I didn't say your name, but there were treasures inside.
and his ODOR BLOCKING POWERRRRRRRRRRRRRRRRRRRR more.
Tongue planted firmly in cheek. I love it.
Still, I use Degree deoderant.
Yea the guys that are behind those commercials are geniuses. I saw in an interview with them that the original one (I'm on a horse) was shot in one continuous take.
The second one as well, and was just a normal saw-zaw cutting through actual wood.
but I do post in a really deep voice.
...really like this one. @kpereira is Kevin Pereira of Attack of the Show on G4. The only thing that would be better is if the monocle turned to diamonds...
My preferred method of Old Spice Body Wash application is a live wolverine. They are terribly unruly, but their fur provides the ideal mix of lather and exfoliation.
are how I choose which deoderant to buy honestly.
I for one have always loved the smell of Old Spice, but never got to enjoy it because I didn't date old men. Glad that Old Spice is newly hip.
Of course, now I'm old enough that my husband is practically an old man, so come to think of it I didn't really need the new ad campaign to make it okay.
This one had me LOL:
hayley mustafa writes, why do you look so much like my dad?
...as an Mitchum Man (unscented clear gel of course) FTW!!!
Srsly, who wants the scent from their $5 deodorant to interfere with their $50 cologne (that they got for 75% off online, also FTW!!!) when they're up in the club?
an actual marriage proposal in this format. pretty funny!