So, I have recently posted these funny Old Spice ads with Terry Crews (more thna 4 million views on youtube alone). I think they are both courageous and comedic. I was asking myself, "Who will be bold enough to go head-to-head with Old Spice?"
KABLOW! Gillette took the challenge. The only thing was, they kinda fumbled. They dropped an ad for their new "Odor Sheild" promising 16 hours of protection (like Old Spice). But their ad was a little corny. I'm looking for it online (can't find it). Basically it shows a guy in the shower from the knees down. As the narrator talks a garden hose, tools and other things from the guys day fall to the drain of the shower. Very unimpressive. It felt like something I'd expect a team on Celeb Apprentice to get fired for by Trump. Certainly not anything from a top notch ad team.
The question is, knowing they were going up against the Old Spice crew, why did they come so soft? I mean, I can't even find the ad on youtube. I've only seen it once on TV...So, it even seems like they bought a small number of ads as if they did not have faith in it either. But was it lack of faith in the product or the ad?
The brand game is a war!! If you are not ready to go head up well financed and with a clear plan, don't bother. This unorganized campaign shows why Gillette should stick to razors and leave the scented manly soaps to the pros.
-Beyond Urban Branding