Old Spice advert



The perfume/fragrance industry was valued at USD 31.4 billion in 2019 and is at an AGR (annual growth rate) of 3.9% until 2025 and is still growing. Market growth is attributed to increase demand for exotic and luxury brands for grooming.

Old Spice

The advert is for a female audience despite being a male fragrance (70% of male fragrances are bought by women), this is shown through the first line "hey ladies". This advert is challenging to men but alluring to women and has a comedic tone which will appeal to the more educated audience.

Notes on advert

  • Uses same celebrity in TV advert (Isaiah Mustafa) which is intertextual with the Tv advert
  • attractive celebrity to appeal to female audience ("the man your man could be")
  • comedic advert for the goofballs and makes those who use it seem funnier
  • exotic location(conventional)
  • bright colours
  • Poseidon is in the advert which is intertextuality that only an educated audience will understand and makes audience seem like gods
  • shows the product and the brand name
Context
Historical American brand (1937) manufactured by multinational conglomerate Proctor & Gamble; they own 100s of brands from Pringles to Old Spice. Old Spice brand range includes male grooming products. Old Spice is a high street brand aimed at an 18-34 mass mainstream male/female target audience (transformation rebranding from previous older 40-60 demographic). 2010 re-branding campaign sequences by Ad Agency and Kennedy (Nike plus other blue-chip clients). Introduced an ex-NFL player Isaiah Mustafah as the USP (unique selling point) of the campaign. Adverts now use humour and sex working on levels of aspiration to target consumers. Within 30 days there were 40 million YouTube views (now 61m) with 107% increase in sales=commercially successful campaign (stats suggest women buy 70% of men's toiletry products)

Rule of thirds

The frame in rule of thirds break the image into 9 frames, these frames then serve as guideline to where the subject of interest should be places. The subject of interest isn't in the middle of the squares but is on the lines themselves cross, avoid placing subjects in the center of frames, subject should be where lines interact. Rule of third should snipe the subject in the crosshair of the frames. Doesn't have to be perfect, just has to be close enough. Rule of thirds is a traditional photography technique and conventional. Ensures brand is placed at intersection and not in the middle of the frame so that people look at it.
Old Spice use this to show that they still care about tradition even if they've changed.


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