2. HISTORY OF OLD SPICE
• Old spice was created by William Shultz in New York in 1934.
• The bottle has a nautical sea theme and was received well as a men's and
woman's fragrance.
• Brands like Lynx have always been bigger but Old spice have embraced its
origins to stay a large company.
• P and G brought the company out in 1990 and brought the brands older
roots into a new age by replacing the ship with a yacht.
• It is remembered as a dads fragrance to younger audiences.
• They sponsor the NFL.
• Some of their ad campaigns have gone viral such as the Isiah Mustafa ad.
3. AIMS OF THE CAMPAIGN
• The campaign aims are to bring men to the brand by making the
lifestyle the brand brings very appealing.
• They also attract women to buy the brand for their man to impress
them,
• They use humour to stand out from all other brands like lynx who use
serious adverts.
• The video runs for 33 seconds and was released on the 7th of February
2010.
4. SOCIAL MEDIA
• The brand uses social media to allow people to view the video so people
can view it anytime not just when it is on TV, this also broadens the
amount of people that see it and will share the video.
• They used Facebook to show behind the scenes and other things from
Mustafa such as the ice bucket challenge and him responding to
comments.
• They made the profile picture on twitter a picture of Mustafa to bring in
people that are interested in the sports star.
5. ANOTHER CAMPAIGN
• The muscle man campaign was another advert by old spice which
featured a well known American actor called Terry Crews.
• Terry plays the drums in this advert with his muscles and shouts
‘muscles’. This can be seen as quite humorous and memorable which
shows another reason of old spice having out their adverts.
• The choice of actor helped the brand because like Isiah, Terry is a very
influential man who people want to become and people think they can
just by using this aftershave.
6. AIM OF THE
PRINT ADVERT
• The aim of the print advert is
to promote the new old
spice products in a way that
is humorous and memorable.
The advert shows Isiah who
is looking like a central
character who everyone is
looking at which shows how
when the fragrance is used
everyone wants to look and
be like you.
7. MEDIA
LANGUAGE
• The language includes a joke
of how the fact has not been
checked as it is clearly a joke.
This shows how the way that
the text has been phrased
shows its upbeat and quirky
way of advertising compared
to companies like lynx who
are serious in the way they
advertise.
8. REPRESENTATIO
N OF MALES
• The representation of males
is how they are meant to be
which is a ‘cool’ and likeable
character who people will
look at and aspire to be, this
is shown by the way Isiah is
standing and his facial
expressions which have been
related to him after he has
used the old spice products.
9. REPRESENTATIO
N OF THE BRAND
• The representation of the
brand is that it is a great tool
for men who like to look cool
and who everyone likes to
look like, this is shown by
Isiah looking very confident
and cool which helps the
brands identity stay a brand
which people want to wear.
10. PSYCHOLOGY
• The psychology of the
advertisement is that men
are not as cool if they do not
use old spice and makes
them want to go buy the
brand which they believe will
make them appear more
confident and more likeable.
11. UTOPIA
SOLUTIONS
• The idea of a utopia is
apparent in this advert as
there is people sunbathing
and enjoying their time on a
tropical island in the hot
weather which could be seen
as blissful and utopia like,
this also shows how old
spice can lead to a lifestyle
like the people on the island.
