Ad Analysis: Old Spice – The Man Your Man Could Smell Like (2010)

Once again, Old Spice have delivered another world-class advertisement.

Why does this ad particular work? It sells through many different layers of messages: sex, romanticism, want, desire, happiness, prosperity (etc.)

Not only does it sell via these messages, but it does so in a humorous conversation tone – thanks in part to some brilliant acting and scriptwriting.

The crusader against “lady-scented body wash” uses his suave, charismatic charm to appeal to both sexes. And his “look at your man, now back to me” dialogue essentially forces a conversation between a lady and her man.

This TVC effectively positions Old Spice outside of a lot of men’s grooming products as a bigger idea than just another product; it’s that good looking guy with the money and diamonds who smells nice.

Just a few months after this TVC was released, Old Spice’s sales increased by 125% worldwide. The TVC has also amassed over 40 million YouTube views and won countless awards.


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