“Look at your man, now back to me, now back at your man, now back to ME!”
Unless one has been living under a space rock without electricity for the past few weeks, chances are you have seen the stunningly hilarious Old Spice ads starring a handsome, shirtless gentleman having a rather intimate conversation with the women of America about how her man could smell like this rogue. Now, I could sit here and write about the brilliance of the comedic timing and writing but what has been rather striking to me are the core principles at work here in this advertisement.
In 2007, Old Spice (a Proctor & Gamble brand) made a daring move that shook up Madison Avenue when they hired the Wieden & Kennedy Agency. The smaller collective was best known for their assertive, daring ads -amongst which were Nike’s iconic “Just do it.” campaign.
As a product based company, Proctor and Gamble has long capitalized on the efficacy of it’s products, and used the old-school idea of straight comparison (my brand is better than brand X) to convince consumers their product is the best to buy. The Internet entrepreneur is a product based company as well. Except that product is not detergent or deodorant, it’s YOU Inc.
Back to the Old Spice ad. So what is it about this commercial that has resonated so astoundingly with consumers all across the globe? As I type this, the commercial has received over 4.4 million views on YouTube (talk about going viral). One could argue it’s the pure comedic quality of the commercial, but I would argue it’s something much more simplistic than that.
1. Consumers want you to: “Talk with them, not at them”
-The character is constantly speaking directly to the audience. Engaging and prompting even your very movements at home (look down, now up…where are you?). This type of conversation keeps the audience attentive, relaxed, and psychologically establishes an immediate bond.
2. Invention of Personality
- You are what you present. Authenticity stems from an unbridled presentation of your personality. It does no one any good to be overly reverential about yourself, take yourself too seriously, or worse be obviously reverential and taking yourself too seriously! If you want people to know your product or service is fun, rewarding and simple. Be fun, rewarding and simple in your ads!
3. Brand Building Laboratory
- Brand building is always an experiment. No profitable company, in the history of the modern world, has maintained the exact same marketing or advertising strategy from start to finish. Break rules, try new things, let your imagination guide your experimentation. Who knows what you might come up with!
I love that commercial. Old spice doesn’t have to worry about making a name. They are already well known for their product. I love that they are afraid to throw some lightheartedness into their adds. It kind of reminds me of the old Hi Karate commercials.
Now if I could just figure out how to work that into my marketing without coming off as a weirdo.
Old Spice ads have never been extravagent, just catchy. I remember the bottle that use to sit on my dads dresser with the little cork in it and the ship enameled on the front.
Dear Jay,
I really appreciate you picking up this example for all of us “Brand Me” Marketers.
It just so happens that I have been a global brand building executive for Procter & Gamble for the past 23 years. And therefore I agree with you that this is a noteworthy exception still in the stable of P&G’s brands.
I would like to add for our CCPRO audience another important “lesson”: Know your target audience and their needs. I am a woman and just showed this ad to my husband to prove my point. This commercial is clearly directly at the target audience of WOMEN, rather than MEN. Why does this make sense? Well, the majority of male personal care product purchases are made by women — hence, here it is smart not only to be funny, but to directly speak to the desires of women: to have a “man” who is a “prince”.
Lesson for CCPRO marketers: really think about who your target audience is and what their needs and desires are and target your message accordingly. It will take different messages to different target audience — there is no “one size fits all”.
Read your article, on the Old Spice commercial and, it was great. Definetly one to save. Up here in Canada, we don’t get to see a lot of your commercials. So I haven’t seen that one yet but, I guess eventually will. The real good ones always get through. So much for cable monopolies.
Thanks Jay, good point. Love the humor in this bit. Visuals enticing too. I get it. Have fun, BE FUN. High expectations, smile on my face fun. BE attractive!
This is a good example of being simple and easy at heart. The body image,language and smile portrays a lot. It sends out a strong message to the audience that if they want to appear,smell like him,they should use what makes him smell nice!
Teaches us to be innovative in our marketing strategies in order to be profitable.
Jay–Had not seen this commercial, so, thanks so much! Just another example of how you connect with your community(us). We all appreciate it more than you know!!! We’re “newbies” and just wrote and published our first classified ad this A.M. So—-HERE WE GO!
I am committed to make this work. As of this date (3-6-10) I have not made one dollar with Carbon Copy Pro. Yes, I am always open to learning new techniques, strategies, and any and all suggestions. This message gives me a new avenue. Am I going in the wrong direction? I have a sense of humor, I am a very positive minded person, and a very frustrated member. So far, I am lost. Obviously, I can not write a commercial for Old Spice or anything else. Sorry, this is not your problem, it’s mine. Thanks for listening.
By the way, I will never give up or quit.
Tell us what you're thinking... and oh, if you want a pic to show with your comment, go get a gravatar!
Howdy Jay
I love that commercial. Old spice doesn’t have to worry about making a name. They are already well known for their product. I love that they are afraid to throw some lightheartedness into their adds. It kind of reminds me of the old Hi Karate commercials.
Now if I could just figure out how to work that into my marketing without coming off as a weirdo.
Canvaman
Jay
I meant to say ” not afraid ”
I hope this gets to you in time
Old Spice ads have never been extravagent, just catchy. I remember the bottle that use to sit on my dads dresser with the little cork in it and the ship enameled on the front.
Dear Jay,
I really appreciate you picking up this example for all of us “Brand Me” Marketers.
It just so happens that I have been a global brand building executive for Procter & Gamble for the past 23 years. And therefore I agree with you that this is a noteworthy exception still in the stable of P&G’s brands.
I would like to add for our CCPRO audience another important “lesson”: Know your target audience and their needs. I am a woman and just showed this ad to my husband to prove my point. This commercial is clearly directly at the target audience of WOMEN, rather than MEN. Why does this make sense? Well, the majority of male personal care product purchases are made by women — hence, here it is smart not only to be funny, but to directly speak to the desires of women: to have a “man” who is a “prince”.
Lesson for CCPRO marketers: really think about who your target audience is and what their needs and desires are and target your message accordingly. It will take different messages to different target audience — there is no “one size fits all”.
Hi Jay,
Read your article, on the Old Spice commercial and, it was great. Definetly one to save. Up here in Canada, we don’t get to see a lot of your commercials. So I haven’t seen that one yet but, I guess eventually will. The real good ones always get through. So much for cable monopolies.
Thanks again Jay. Great advice.
I must have been under a rock because this
is my 1st time seeing the ad. Actually, I’ve
been busy trying to get through My BlackBox stuff.
The true takeaway in the ad though (IMO), is to make
sure you have a strong ‘call to action’ on your
squeeze page, sales page etc…..
Thanks Jay, good point. Love the humor in this bit. Visuals enticing too. I get it. Have fun, BE FUN. High expectations, smile on my face fun. BE attractive!
This is a good example of being simple and easy at heart. The body image,language and smile portrays a lot. It sends out a strong message to the audience that if they want to appear,smell like him,they should use what makes him smell nice!
Teaches us to be innovative in our marketing strategies in order to be profitable.
Thank you for sharing!
Jay–Had not seen this commercial, so, thanks so much! Just another example of how you connect with your community(us). We all appreciate it more than you know!!! We’re “newbies” and just wrote and published our first classified ad this A.M. So—-HERE WE GO!
Lynne and Bill Fleck
I am committed to make this work. As of this date (3-6-10) I have not made one dollar with Carbon Copy Pro. Yes, I am always open to learning new techniques, strategies, and any and all suggestions. This message gives me a new avenue. Am I going in the wrong direction? I have a sense of humor, I am a very positive minded person, and a very frustrated member. So far, I am lost. Obviously, I can not write a commercial for Old Spice or anything else. Sorry, this is not your problem, it’s mine. Thanks for listening.
By the way, I will never give up or quit.