Skip to main content

Old Spice comes back with a powerful ad after failing with LL Cool J



One of the first ads Beyond Urban Branding critiqued, was a horrible "swagger" ad by Old Spice featuring LL Cool J. I really was sad to see Cool J and Old Spice blow such an opportunity. Well, someone else on the ad team at Old Spice must have hated the Cool J campaign just as much. I think this one dropped during or right after the Super Bowl.

Old Spice bounced back hard recently by releasing this ad with a fast talking, well built African American guy. "The Man Your Man Could Smell Like" campaign is just as funny as it is creative as it is psychologically playful. I'd love for someone to review all of the changing elements in the ad. He starts in a shower, then ends up on a boat and then on the beach on a horse. He holds an oyster that opens up and has concert tickets that morph into a handful of diamonds and then he's holding Old Spice. I bet Freud and Jung could write volumes about this ad.

The thing I found most interesting about this campaign is that its a mainstream ad. Not a fringe ad for the Black community to consume. He is seen openly as sexy and desirable. He is deemed a man women would want on site. This is pretty huge for a mainstream brand that has traditionally appealed (at least in my head) to a White middle class demographic. The ad has become a viral monster online. The youtube clip I have has more than 5 million views. And its posted all over the net. Enjoy it! Congrats to Old Spice for getting it right. Don't call it a comeback...LOL

-Beyond Urban Branding

beyondurban@gmail.com

Comments

Popular posts from this blog

What did you think when Sony made White to dominate Black

First off, let me just say, I know this Sony ad is old and people do not understand why so many people are talking about it now. But the reality is when Pepsi went and did that Kendal Jenner ad, it opened the flood gates for people to start reminding the world of other companies major ad flops that impact race relations.

For those who may have forgotten the ad, here it is a European looking person grabbing the face of a Black person as if to dominate. The tag line clearly sends the message "Look out Black, White is Coming".

So that leads me to say "WHAT THE *@$!"

How can an ad like this be forgotten? If you know anything about advertisements, then you know that this ad had to get the green light from multiple people. That means that there are multiple people at Sony who need race relation training.

Now because this ad is a bit old, I am not going to sit around and break down all that is clearly wrong with it. I just wanted to take a moment and answer the question t…

E-40 Hits the Big Time in new TV Ad

E-40 has always been a giant in my heart. I'm from The Bay Area. But it has taken time for people to acclimate to his level. Now he is seen as a futuristic mogul OUTSIDE of Hip-Hop. In his latest genius move, Drive Time Credit Company uses his classic Choices and re-raps the lyrics. This one caught me off guard and I was happy surprised.





Original E-40 Song Choices 


Great moments in urban branding: Tupac Shakur

Now it's all about Versace,You copied my style/Five shots couldn't drop me, I took it and smiled.- Tupac, "Hit Em Up"

 I didn't call Versace he called me to come to his show and to wear his close and to "Please wear my shoes!" Please wear my shit you are the image of Versace.- Tupac Shakur interview