This is an ad for Old Spice. They have done some strange ads lately, but this one tops them all. Let me make my case for why it is ‘absurdly horrible.’
- The image is bizarre.
- The image has no relation to the product.
- The copy points out zero attributes about what we seek out when buying deodorant or antiperspirant.
- The copy insults you, telling you that ‘you are insane’ if you don’t think Old Spice is great smelling or that you can’t find this image on their site.
- The tagline, “Greatest Smell in the NFL” is just bad. I don’t associate scents when I watch a football game. If my mind would even wander there (which it never once has), I wouldn’t think of a “great smell.”
What were they thinking? Let’s pick the weirdest visual we can think of, guy riding a black bird dressed in foam holding product out with lightning coming out of it and godlike silhouette of his face for the background image. The player (godlike silhouette) is staring into the sky, I guess the other god, thanking him with his eyes for such a great product. And the kicker, the last and largest bold line of copy, "YOU ARE INSANE." And what's with the foam? Does this product spray your armpits like "Scrubbing Bubbles?" Don’t you just love ads that insult you, especially those that insult you on an intelligence level – straight out calling you stupid!
Not one product attribute. Well, let me correct myself, it does say it is great-smelling.
I think of deodorant as keeping me dry, and sweat free. If I want to smell good, I use cologne. They paid a lot to get the NFL logo in there, and they used one of the most powerful and expensive sponsorships only to create an ad that simply sucks.
I am not sure where else this was placed, but I saw it in GQ. Now I guess I am just not manly enough to imagine my gentleman self dressed in foam, riding a bird through a lightning storm. If I was, I guess I would be using Old Spice like all gentlemen do?
My takeaway from this ad is that I am just stupid for not using this product or realizing that I might be able to see their ads on their site. I think the insanity lies solely with the creative director that approved this ad. Or, as I sometimes know happens, the misguided client that directed it.
All old spice ads are bad in my opinion. But yeah, this one is up there with one of the worst.
ReplyDeleteHorrible!
ReplyDeleteI believe the old spice brand manager has lost his mind or is just in it for NFL free seats that come along with the sponsorship. Gotta be that, can't be about the advertising because I agree, it is about the worst ad I have seen in a really really long time.
ReplyDelete'nuff said. It sucks. Seen better ads from interns. I guess the creative brief said 'make any demographic for our product offended and confused. And we need a crow, lightning and if it has anything to do with the product, that would be a plus, but not totally necessary.
ReplyDeleteI didn't think they could top their ridiculous TV ads, but they did. Isn't the demographic for this ad older people?
ReplyDeleteThanks for your comments.
ReplyDeleteI really don't know their strategy or key demographic. From their advertising, I would guess they are trying pump life into a well-known brand name and try to target a younger demographic. I guess from your comments and my observations, doesn't look like they are doing anything other than getting attention.
I don't think the 'any PR is good PR' applies here, if you send the wrong message to your targeted demographic, or a confusing message, it isn't going to maintain brand loyalty or attract new consumers. I would say this is a lose-lose ad.
Would love to hear from anyone who thinks this is a good ad and why. Myself, and my readers would all like to know!
Just discovered this blog from a twitter friend. Great stuff!
ReplyDeleteWhat were they thinking????????????
ReplyDeleteperhaps it is achieving precisely its intended result: the ad is so absurd that people are talking about it. an impression is still an impression, after all and you/we all just contributed to raising its awareness.
ReplyDeleteIt is doing that, plus consider the alternative ways they could've attempted to create a visual. They're trying to show off all the products of the line at once, but 2 of the 3 are inherently disgusting to think about or show being used: underarm antiperspirant/deodorant. The remaining one, the body wash, to show in use on a naked man would also be disgusting, even though it's probably women who buy such products for men. It's said by at least one blogger who tried it on his kids to be an excellent bubble bath, but that wouldn't appeal to their target market either, yet they can still advertise that property by covering the guy in foam & hiding his genitals behind a bird's image.
DeleteI'd like to know how they honestly sold this idea to the client..."Trust me it'll be great"
ReplyDelete