Old Spice gets it just to the left of the bullseye again
http://www.youtube.com/watch?v=ytx2jU2MyWg&feature=youtu.be
When I started in advertising, some of the best work around was for Nike. They had the best strategy, the best stars, the best budgets etc.
But then someone explained to me that working on Nike is a bit of an arse: you do it well, you’ve just done another good Nike ad (easy); you do it badly, you’ve actually managed to fuck up one of the greatest briefs on the planet.
It’s a lose-lose.
And that’s the problem with working on Old Spice. They set the bar so unbelievably high with ‘I’m on a horse’, that all the following ads with look a bit crap in comparison.
The above is a fine example: it’s better than 99% of the ads that get made but I bet most of you couldn’t care less.
I’ve only put it on the blog to illustrate this point, and the further point that even when it looks quite tasty, this business can be a real arse.
I think this an excellent addition. A significant enough change-of-tack without leaping too far from the expectation “I’m on a horse” created.
And – from both agency and client perspective – much rather the ad is talked about how nearly-good it is than ignored completely like the 99% (OWS reference incidental).
#OWS
If you put the original old spice to the side this is bloody great. Although you kinda have to have seen the others to get it but then who hasn’t.
We’ve just done an ad which is going to get talked about. A lot.
But for all the wrong reasons.
Good job it’s nearly Christmas and there are loads of turkeys out there. Although this is probably the one we’ll all eat.
Sorry in advance.
Better than any UK ad this year. Or the past few years.
I’d rather be second in the race than No.1 of the losers category.
And I’d rather have the chance to fuck up Nike than be given the brief to do ‘the best Go Compare ad yet.’
I still have facial hair. And it’s December.
I like this just as much. If it had been another monologue but not as funny then I’d agree with you but this takes a different tack.
anonymice,
better than walls sausages “fank you”?
Is that it for the weeeeeekend. Are you having a tin bath mate?
I put the weekend stuff up on Thursday night.
part of the problem might be that they started from such an executionally brilliant but cartoony place that it’s very difficult to sustain/noticeably improve on. plus the creatives that did the original have moved on.
Obviously, nothing will get anywhere near ‘I’m on a horse’, but this certainly stands head and shoulders above the last lot of Old Spice stuff.
It actually made me laugh, whereas the Sea Captain and Explorer ones just made me make that ‘meh’ sort of noise.
Always best to steer clear of doing ads for brands with good campaigns already. You’re on a hiding to nothing. Make shit look good instead. That’ll always turn heads. Especially airheads.
John, you mean:
Like bright metal on a sullen ground,
My reformation, glitt’ring o’er my fault,
Shall show more goodly and attract more eyes
Than that which hath no foil to set it off.
(Henry 4th Part 1)
@Vinny
is it possible to move on from W+K?
@Alvanta, you ever been to Portland? It’s great if you love rain and suicide.
Thing with this ad…
Now, it’s funny. It’s well made.
BUT
As a piece of advertising, who is it aimed at?
The Man Your Man Could Smell like was targeted at women because women buy the deodorants.
But this isn’t targeted at women. If it was, I doubt the sexist girl in bikini cliche would have been left in.
So it’s targeted at men. But which men?
The cool biker? Yep. Okay, I can aspire to that. Only, the biker isn’t the hero.
The hero is the fat cunt.
Now, even if I am a fat cunt. A fat, smelly cunt, even. I don’t see myself as one.
This ad is either targeted at losers – a market that won’t recognise itself. Or at nobody at all.
This is a funny film. But I think it is a bad ad. And it may have undone some good work.
Unless, however, the brand is now just becoming fun and doesn’t have a particular demographic in mind. If so, good luck to them. I guess that could work.
Love it. One of my favourite ads this year.
Ben,
Indubitably.
you think too much.