Old Spice advert- freshest places 2011

• Its designed to show that the product is unique/ different
• It still has direct address- alluring to women but challenging to men (smirk)- you don't look like me
• Bahamas location- famous

Semiotics

• Volcano on his head- "blow your mind" and represents hot/attractive
• Fishing a shark- brave strong & masculine- can get a good catch when you wear this product (plenty more fish in the sea)
• Old man on island- represent the older men- he has been left behind as its fresher/modern
• Monkey- represents a cheeky side of men and the primal nature of the earth
• Women on the beach- advert is alluring to them- smirk. She is centre of his chest but is small
• King Neptune- strong and fearless
• Titanic/ sinking ship- unusual nature- we pinch stuff from the sea like fish but the sea is stealing the man
• His body is the island
• Slogan- raw materials (monkey) and 'fact-checked' is playing around with cultural understanding.

Intertextuality- using knowledge of other texts to bring in and use to make links

Could be aimed at women for a man- to make the man seem like the model- Isaiah Mutufasa (TV advert): look at your man then compare him to me- painting a quick image of the ideal man in a jokingly fashion.

Context

• old spice is a high street brand aimed at 18-34, mass, mainstream male/female target audience( transformation rebranding from previous older 40-60 demographic)
• Historical american brand (1937)- manufactured bymultinational conglomerate Procter and Gamble who own 100s of brands from pringles to old spice- includes male grooming products
• 2010 rebranding- sequenced by AD agency  Weiden and Kennedy
• Introduced by ex NFL player/actor Isaiah Mutufasa
• Adverts used humour and sex working on levels of aspiration to target consumers- hagemonic cultural stereotypes of male power and sex appeal clocked in irony(reinforcing/challenging)
• Irony, parody and pastiche positioned the consumer with 'quirky', off the wall product image and adverts
• First A-V advert was a direct challenge to female consumer for 'their man' to smell like Isaiah and went immediately viral
• within 30 days , 40 million youtube views (now 55m) with 107% increase in sales- commercially successful campaign (stats suggest that women buy 70% of men's toiletry products).

Representation/media language

• Intertextual references to initial moving advert through star marketing of Isaiah Mustafa as inspirational cultural protagonist.
•  Saturated colour palette and high-key lighting creates upbeat mood of address and has connotations of Bahamas anchored by sun and palm trees
• Isahiah is positioned to left of frame, being part of island and belonging to it
• His volcanic hair erupting has connotations of explosive sex appeal to the brand
• Isaiah's direct gaze to potential female consumer- body language, mouth movement make a sexual challenge-both alluring and inspiring to male consumer
• Old spice Bahamas scent- creates mythical, exotic connotations for British audience
• Audio-visual advert- humour and irony are on of the USP's including fact checking text
• Written in elaborate serif font anchoring brand identity- original, historic font
• Product placement to right of frame in foreground ensures audience sees the brand (palm trees on bottle has exotic connotations)
• Rule of thirds- ensures the brand is placed at intersection and not in the middle so audience actively looks for it
• attractive girl in bikini framed for male gaze sunbathing on chest- adoration and thanks. Isaiah reinforces and challenges stereotypes as a young physically dominant sexualised black protagonist. Connotations of 'no man' is on island - when he is 
• Old male cast away and monkey sat underneath coconut trees linking with shipwreck connotations but also the stereotypical beauty of a deserted island- the advert is product image (associations are made with the brand)
• A boy buried in the sand and a lobster continue the sea theme, offering surreal representations suggesting a random stream of consciousness. Standing out, being unique.