"Smell Better Than Yourself"

Old Spice, one of Procter & Gamble's grooming brands for men, has had a plethora of witty, satirical, and extremely successful campaigns. Old Spice really made a splash when they introduced their "Smell Like a Man, Man" (aka "The Man Your Man Could Smell Like" campaign. The campaign features commercials and print ads with actor Isaiah Mustafa as the token "Old Spice Man". In all of the commercials, he addresses viewers in confident, rapid-fire monologues... each more ridiculous than the last. These ads have been around since February 2010 and really differentiate Old Spice from the rest of the men's grooming products in the market. 

Their newest campaign, "Smell Better Than Yourself", began around September 2011. The ad agency, Wieden+Kennedy, created both campaigns... I would've continued working with them too -- smart move Old Spice! This campaign is much different. The premise is: You might not be an attractive/respected/successful man in real life, BUT Old Spice can make you smell like you are.

This is the first spot, which launched during the NFL opener on September 8th. The faux sea captain is fighting an octopus while gold coins spill out of his pockets. Lets not forget to mention his 20-pack abs and his gorgeous wife! None of this is true BUT his wife has nooooo idea because with the help of Old Spice he SMELLS like a Sea Captain whose pockets rain gold. 

This is the second spot for the campaign. After taking a sniff of Old Spice Swagger, the guy begins to transform. An article on AdWeek describes the transformation perfectly! The Guy "cracks apart like porcelain, with bits of his unmanly husk shattering on the floor, revealing a super manly biker dude inside." An extremely overweight man then turns into a... bear? While an old man turns into a babe. Oh, the power of Old Spice!

Old Spice has the strength to turn average guys into attractive and adventurous MEN. The lighthearted, hysterical, and increasingly ridiculous campaigns continue to place the brand ahead of its competitors... at least when it comes to creativity. 

POGS, 

AKtually Ashley