Old Spice Advert

Old spice

Old Spice is a male grooming brand which specialises in all sorts of products in the lines of:
Shampoos, soaps, body washes, aftershaves and so on.
The idea Old Spice had with this commercial was to be able to sell their products, which is exactly why they did everything in their power to make the advertisement as attractive to the audience’s attention as possible.

Old spice worked alongside Terry Crews to create some of its most iconic ads ever, which were mainly focused on showing male strength.
Whilst in recent years they have experimented with some new ways of advertising, the model in the advert is Isaiah Mustafa, who has some key contrasting points with Crews.
The new Old Spice advertisements focus on showing a less dominant, more chivalrous, gentlemanly side to their branding. In some aspects this is meant to be an evolution as from angry, screaming and shirts off vibe they went to a more tamed and charming one, although some may see it as the company losing its authenticity in order to appeal to a demographic which views such behavior as “inappropriate”.

The advertisement is made to insue a feeling of confidence in a man that if he uses the product he will be able to impress, attract, and keep women happy.
The ad also shows a hint of “sociophilia” which is known to be the pleasure in looking: by this, women want to have a pleasure in looking at their man, and the only way for that to happen is if he uses Old Spice.
The ad also touches on something very reliable in advertising which is: Sex sells.
A sexually themed commercial can appeal to both men and women, and is sure to attract attention.
Men and women in commercial can often be shown in a sexual manner even if the products have nothing to do with sex itself.

The image in the advert shows Isaiah, photoshopped onto a beach, having a volcano on his head, the overall aesthetic of the shot tries to simulate an overcrowding of positive emotions.
The beach with the women in the bottom reinforcing to the male audience that wearing said Old Spice would in some way or another guarantee them having those things.
The shark and volcano signify strength and adventure.
Next to Isaiah’s head there is a sign that says “OLD SPICE BAHAMAS scent comes from an antiperspirant mine in the bahamas. This fact has not been fact-checked.”
Which is a very interesting and witty line, breaking the ice with the viewer.
The effects of a well worded joke as this makes viewers symbolically “drop their guard” and think about the product in a more personal way.