TOW Post 6: Old Spice Comercials

Old Spice has one of the most successful advertisement campaigns.  Its most recent editions feature wide receiver Wes Welker.  This serves two purposes.  It gives Old Spice a famous sponsor in Welker.  It also connects Old Spice to the sport of football, which is a manly sport.  Old Spice always tries to portray this manly theme.  They sell men’s grooming products.  Since it is a brand purely to be used by men they take this theme and run with it associating itself with manliness.  These current commercials come with the beginning of the season, taking advantage of a current situation.  One of the commercial feature Wes playing well, taking a long shower at half time and missing the second half.  This shows their connection with humor also.  This is an attention grabber.  Since there is not much logically that can set apart types of body washes Old Spice uses these right brain techniques to get and keep watchers attention.  These Old Spice commercials work well because they have such a specific audience and direct these advertisements at this audience with commercials that would likely not appeal on a wider scale.  What this means is that the commercials directly try to be manly and funny.  Since Old Spice knows its possible clientele are men they do not have to try to appeal to women.  For this reason they can directly advertize for men, making their ads manly and funny, because these are the ideas that work the best with men.  Men want to be manly and funny and football players are manly and the commercials are funny so people think that if they use Old Spice they would be manly also and funny.  This works well because they have been doing well since the original campaign of this type came out.