Old Spice Commercial: 'The Man Your Man Could Smell Like'

This commercial is for the Old Spice Company promoting their body wash product. The product being advertised is a body wash soap that is advertised as making men smell more manly. I saw this advertisement for the first time when I was watching the Super Bowl in February.

The Demographic target for this commercial appears to be males and females of all ages. The commercial is marketing the product in a way that females buy the product for their ‘man’, which we can infer as being one’s significant other or even family member. However, the ad also appeals to the male demographic as well because the product is designed to make males smell manlier. However, the psychographic target audience is males and females who care about smelling good and looking good, as demonstrated by the extremely chiseled and handsome African American man prancing around in his towel throughout the commercial.

Brands that compete with Old Spice and sell a similar product are brands such as Axe, and Tag. The strengths of this advertisement lie in its humor. The ad is very well designed, in the fact that the transitions between the scenes all take place at once. The commercial is very eye-catching because it involves a very handsome and chisled man along with great scenery on the beach. However, the weaknesses lie in the lack of description of the product in the advertisement. Again, the commercial does not describe why the product is good it merely sells the product as making you smell manlier.

This advertisment conveys the strength of the brand because of the man who is represnting the brand. The ‘Old Spice Guy’, as he is commonly referred to, comes off as a strong, handsome, and well-spoken individual. As a result, the brand comes off as being a strong brand. The Target audience would respond well to this advertisement because the members of their target audience (males and their female significant others) want to smell manlier. The male culture emphasizes being manly over many other aspects of life, so smelling manly is important. This advertisement does a good job of pointing that out.
Personally, I really like this commercial because the way it was filmed. It is unlike any other commercial out there, and utilizes humor and cool camera work to make an incredibly unique commercial that appeals to the target audience.