Old Spice and their ad agency Wieden + Kennedy have been cranking out some great ads. (“I’m on a horse.”) Here’s a new round of TV for their Odor Blocker body wash. They’re directed by Tim and Eric from Adult Swim’s “The Tim and Eric Awesome Show, Great Job!” on Comedy Central. (Why look, here’s a Tim and Eric film for Absolute Vodka, with Mr. Zach Galifianakis.)
Who’s creating consistently better advertising than Old Spice right now? Tough call, given all there is to dig about what they’re doing.
I dig the strategy, in that it uses manly exaggeration to sell the hell out of the beauty product. I dig that you KNOW what’s being sold here, and why it’s a good thing. I dig the manly tone of the manly copy: it “devastates” odors for 16 hours. I dig the director choice. I dig how they altered the Old Spice musical theme with the actor Terry Crews singing “pa-pa-pa-pa-pa-pa-power!”
What do I dig most? These ads are funny, and funny leads to memorability for the viewer, and added word of mouth. You could watch `em 10 times and laugh 10 times. You’ll tell your pals about it while whining about your NCAA brackets. That, friends, is a very hard thing to do.
Bitching about the tactic of the yelling guy: it’s funny – but. Being in the edits, and in all the post production, and listening to Terry Crews yell and yell and yell certainly got to a point of “please punch me in the head with a log.”
Bitching about the category: body wash is a ripoff for consumers. Use soap. A bar. If Old Spice’s target audience really wanted to be manly, they sure as hell wouldn’t use a bottle of soap. Puh-leeze. Plus, compared to the manufacturing and packaging of a bar of soap, those damn body wash bottles are a massive environmental headache.
Bitching aside, they’re great ads.