“If your grandfather hadn’t worn it, you wouldn’t exist.”

“The way you walk is as important as any pick-up line. Swagger, the

official scent of Confidence.”

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.

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.

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

Believe in your Smellf 1

http://www.youtube.com/watch?v=lI7FKpmWLRM&feature=BFa&list=PLoF_PWSjd6xV2ztPO6LILhaAO7mwao_8i-Woman riding a jet ski. -Camera pans zooms out to capture Jennings doing push ups-Camera dolly’s back in to just Jennings

Believe in your Smellf 2

-Visual: elements used to catch our attention-Pretty woman-Athlete-Scenery: Beach, football stadium

-Auditory

-Woman Screaming -Waves splashing-Fans cheering

Ad Deconstruction

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.

Basic Human Needs

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.

Hyper Reality:

-Old Spice thrives on using hyper reality as the back bone of their commercials

600lb PUSH UPS!!! Football…In bed??!!

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.

Humor is also a major theme used in the Old Spice commercials.

Why did the chicken cross the road…?

This is a man’s world…

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

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

Old Spice