2. “The way you walk is as important
as any pick-up line. Swagger, the
official scent of Confidence.”
3.
4. Old Spice is a 71 year old brand that
has dominated men’s fragrance
line for years. They are number 1 in
grooming products, but compared
to their competition, I believe they
are also number 1 in advertisement.
5. James Moorhead, the Old Spice Brand Manager,
is the man behind the “Smell Like a Man”
campaign that was launched in 2010, but
utilizing actors and athletes has been a central
theme for Old Spice for the last 10 plus years.
Big time athletes such as Baltimore Ravens LB
Ray Lewis, NASCAR driver Tony Stewart, and
actor Neil Patrick Harris have all been major
figures in Old Spice campaign ads. The parody
theme continued today with Terry Crews and
Isaiah Mustafa and now Green Bay Packers’
Greg Jennings.
6. Believe in your Smellf 1
http://www.youtube.com/watch?v=mq7bXoeoMsY&feature=
BFa&list=PLoF_PWSjd6xV2ztPO6LILhaAO7mwao_8i
-Jennings reading the book “What Wise Men Say” then says
his line.
He’s laying in bed with a woman sleeping next to him. First
you question why is he in his uniform, then as the camera
starts to pan out it shows that he is in the middle of a football
game; mixing business with pleasure.
-Camera cuts, which signify excitement.
-Camera dolly’s in to Jennings and the woman
7. Believe in your Smellf 2
http://www.youtube.com/watch?v=lI7FKpmWLRM&feat
ure=BFa&list=PLoF_PWSjd6xV2ztPO6LILhaAO7mwao_8
i
-Woman riding a jet ski.
-Camera pans zooms out to capture Jennings doing
push ups
-Camera dolly’s back in to just Jennings
8. Ad Deconstruction
-Visual: elements used to catch our attention
-Pretty woman
-Athlete
-Scenery: Beach, football stadium
-Auditory
-Woman Screaming
-Waves splashing
-Fans cheering
9. Basic Human Needs
The need to identify with people we admire.
-In this case, it’s Greg Jennings. If a former Super Bowl
Champion is promoting the “Champion” Brand then we
should definitely buy it.
10. Symbols:
The most prominent symbol in both commercials is that the Old Spice
Champion brand is represented by an actual Champion; Greg Jennings who
won the super bowl with the Green Bay Packers.
11. Hyper Reality:
-Old Spice thrives on using hyper reality as the back bone of
their commercials
600lb PUSH UPS!!! Football…In bed??!!
12. Sex Sells!!
Sex is utilized in both commercials, but it’s more prominent in
the jet ski commercial because that is the first thing that is
used to grab our attention.
13. Why did the chicken cross the
road…?
Humor is also a major theme used in the Old Spice
commercials.
19. Competitors
Compared to their competition, like Axe and Dove, Old Spice commercials
are not only unrealistic and outrageous, but also innovative and even
symbolic of society today and how we’ve transformed over the years.
Axe Dove
20. Old Spice
They don’t adhere to social norms and break from plain
basic advertisement.
There is a subtle message which promotes difference,
originality, and innovation.
Their commercials not only actively engage their target
audience; men, but they also found ways to interact
with us.
http://gawker.com/5938638/old-spice-strikes-new-gold-
with-interactive-terry-crews-ad-spot
