old spice

 


Old spice

the old spice advert is an unconventional Fragrance advert in that a typical male fragrance advert would dark, mysterious, powerful and focused while at this advert was more comedic with its appearance, along with filling the image with bombastic imagery to catch the attention of the viewer. However, they advert still clings to its roots of desolating a masculine image with the former nfl wide receiver Isaiah Mustafa staring intensely into the camera with a smug look in his face. The image also includes many small details which indicate masculinity, such as the man fishing out a shark in the top left of the image

TV Advert




similarities


everything seems to be sloping off of him
 direct address
explosions
water
natural world
sports (bob sledding, kayaking)
celebrations 


why did old spice change their brand

the main reason that old spice did this was to stand out and appeal to a younger audience, they had been associated with rugged manliness, the brand began in 1937 with an emphasis of selling to the older demographic 40-60 year old men. Proctor and gamble, a multi conglomerate which owns old spice, realized that they were going to have to change the product if they wished for it to stay relevant so in 2010 decided to change the companies image. they wanted to target a new audience of 18-34 year old both male and females. For their new brand launch and opening advert they acquired former NFL star turned actor Isaiah Mustafa. The advert was deliberately humours, bright and detailed which was completely unheard of in modern advertising as most fragrance ads were dark, mysterious and luring.
however the ad still clung to its roots of masculinity, challenging the male target by directly addressing the women (who by 70% of men's toiletries) and claiming "I'm the man your man could be". The ad was a massive success as in its first week it grossed 40 million views on YouTube.


how has the context of this old spice advert shaped what we see in the design?










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