Analysis of Old Spice's Advertisement

Introduction

The Old Spice advertisement campaign, "How Your Man Could Smell Like," has captivated audiences with its intriguing approach to promoting their product. This campaign employs a combination of humor, sexuality, and compelling storytelling to engage viewers and encourage product purchases. In this analysis, we will delve into the various aspects of this advertisement, including its target audience, the portrayal of ideal masculinity, and its impact on sales. By examining these elements, we can gain insights into the effectiveness of this iconic advertising campaign.

Targeting the Female Audience

Old Spice, founded by William Lightfoot Schultz in 1934, initially introduced its products for women in 1937 and later expanded to cater to men in June 1938. The brand's acquisition by Procter & Gamble in 1990 marked a significant shift in its marketing strategy. The iconic nautical theme logo was replaced with a yacht, signaling a change in targeting a younger demographic (Rajeev, 2015). This shift underscores the brand's adaptability to evolving consumer preferences.

From the outset, it is evident that the Old Spice advertisement primarily targets women as its key audience. Rather than relying solely on the allure of the model and setting, the ad focuses on eliciting emotional responses that convey the ideal image of a man and how he should smell. This strategic choice expands the campaign's reach beyond men, appealing to a broader audience.

The commercial skillfully contrasts the perfect image of a man with the reality of everyday life, suggesting how men can embody the idealized version. The ad cleverly concludes with the Old Spice man stating that he's "on a horse," a whimsical twist that reinforces the aspirational aspect of the advertisement. By depicting the perfect man, the ad aims to influence how women perceive the ideal man and, by extension, how men should strive to be.

The Idealized Man and Sexual Attraction

The Old Spice advertisement presents an attractive and physically fit man as the embodiment of the product's desirability. By showcasing this masculine figure, the advertisement aligns itself with women's preferences, suggesting that using Old Spice can make men more appealing to the opposite sex. This portrayal reinforces the idea that a man's emotional appeal is tied to his scent, emphasizing the importance of smelling like a "real man" to attract women.

The campaign relies on satire and humor to playfully mock traditional perceptions of masculinity while revealing underlying truths. This approach has been remarkably effective in marketing a diverse range of Old Spice products (Hairstylist Kristen, 2017). By incorporating elements of comedy and satire, the advertisement engages viewers while challenging societal norms.

Sexually themed advertisements have a broad appeal, not only to their primary target demographic but also to a wider audience. Such themes serve as a surefire way to attract more people to the product. The use of sexuality in advertising is a well-established technique, and Old Spice effectively employs this strategy to capture the attention of consumers (Hairstylist Kristen, 2017).

Following the launch of the campaign in February 2010, Old Spice witnessed a substantial increase in sales. From high-endurance products to liquid body wash, the brand experienced a significant boost in revenue (Rajeev, 2015). This surge in sales is a testament to the effectiveness of the ad campaign, which resonated with consumers and translated into increased product purchases.

Finally, we examine how the Old Spice advertisement promotes an aspirational version of masculinity that resonates with young men. The portrayal of the cowboy, biker, and logger as symbols of strength and power serves as a powerful attraction for young men who aspire to embody these qualities. By purchasing Old Spice products, consumers can aspire to emulate this 'cool' and confident image.

The advertisement's focus on physically attractive men encourages young men to strive for these ideals. Old Spice's "Smell Like a Man, Man" campaign offers a vision of masculinity that is culturally iconic and rewarded, reinforcing the concept that using the product can help men attain this image. The effectiveness of this approach is reflected in the significant increase in product sales (Rajeev, 2015).

Conclusion

In conclusion, the Old Spice advertisement campaign has successfully left a lasting impression on audiences by conveying that smelling good can be attractive. By skillfully blending humor and sexuality, the campaign appeals to both men and women. Old Spice's appeal to women influences men's desire to look and smell like a "real man." This advertisement effectively portrays an idealized image of masculinity and has contributed to increased sales. Ultimately, any advertisement that evokes emotional responses and leaves a memorable impact on viewers can be deemed successful.

References

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2. Hairstylist Kristen. (2017, November 7). The Secret Behind Old Spice's Success: Sex and Humor. AdAge. https://adage.com/article/cmo-strategy/old-spice-fell-love-humor-when-its-ad-campaigns-rediscovered-sex/311111
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7. Old Spice. (2010, February 4). The Man Your Man Could Smell Like. YouTube. https://www.youtube.com/watch?v=owGykVbfgUE