Revisiting Old Spice

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 Old Spice brand:

  • Originally, it was targeted for older, more mature males
  • brand image was masculine, muscular, attractive- stereotypical
Feature
  • Shark, volcano, sunbathing girl, old man, ship, crab, surfboarding, monkey
  • Mined in the Bahamas, this fact has not been fact checked
Conventions for fragrance ads
  • The product is usually in bottom right
  • Mid shot
  • Alluring and sexy
  • The model reflects the target audience
  • Dark colours for men, light for female
  • Women draped over a man- objectification of women
  • Direct address
Advertisers follow this model because it is successful and safe for them to play it this way- old spice have taken a risk in doing an unconventional advert

Old Spice unconventional
  • Humour- copy
  • Photoshop and effects- animated
  • The colours are very unique and quirky
  • Mode of address - smirking
The old spice advert is mocking (Self-depreciating) fragrance ads as being very serious

Old Spice conventional
  • The product placed in the shot
  • Attractive male- celebrity endorsement
  • Rule of thirds
  • Symbol of a girl- objectification
  • Direct address- challenge and aspiration
Tv advert
  • Directed to woman
  • Humor- "im on a horse"
  • Joking with the idea of cliche's but appealing to the female buyer even when its a male product

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