So you may have remembered a post we shared in the blog here a year or so ago about how Old Spice was on a quest to reinvent their brand.
Hit unexpectedly hard when AXE launched onto the scene, Old Spice had to step up its coolness factor and remove the ‘your dad’s deodorant of yesteryear’ tag.
The brand’s choice: retain the character and identity, but flaunt it. Make it fun.
For a refresher course on what the brand did, check out the original post.
Fast forward to today; Old Spice unleashes upon the general public a series of pretty much the most hilarious commercials myself and from what I can gather, many others of have seen.
With the commercials, the brand has moved more aggressively (I’m being literal here) into the body wash category. This move is probably again thanks to AXE pushing hard in the segment and Old Spice wanting to build loyalty so men are using their whole product line.
So, the commercials retain the old-timey whistled jingle, but that doesn’t come until the end. Up front, they use chaos, comedy, confusion, old-school Batman style visual descriptions (think POW! & WHAM!), a well as Godzilla style demolition.
The manly man approach is clearly still there, they’ve just built on it to make it more over the top.
The brand has dedicated a page on their site where you can watch all of the commercials. It’s a good 5 minutes or so well spent and will have you laughing hysterically.