Notice their broad target market [women who date a man or are married to one], their lack of a call to action, and their use of Awesome content. Also, notice their omnichannel approach to engaging their markets. First, watch the mini educational video for an overview on the entire program then watch the specific examples. Old Spice Manly Man Mini Educational Video This mini educational video overviews the components in the Manly Man program and the excellent way Old Spice uses multi-media to connect and activate its target market.
Initial commercials[ edit ] The campaign was launched with two commercials: In a single uncut shot, Mustafa transitions from a bathroom to a sailboat to riding a horse on the beach, all without pausing his monologue or breaking eye-contact with the camera for more than a moment.
The punchline of the commercial is Mustafa's non sequitur final statement: Allen and Kallman confirmed that the commercial was filmed in a single uninterrupted take  requiring three days of shooting and numerous attempts to achieve a successful take.
Minimal computer-generated imagery CGI was used, consisting of overlaying a separately shot artificial hand during the segment where diamonds flow from Mustafa's palm and the body wash rises through the pile of diamonds with a separately filmed shot of the hand.
The ad expanded upon the first commercial, which featured two changes of location, and only one on camera the bathroom "set" lifting away.
Mustafa begins at a shower station on the beach. The scenery splits in half as do false legs and a towel and pulls away to reveal Mustafa log rolling before he walks across the surface of a lake catching a falling cake mid-stride into a kitchen power-sawing a countertop mid-stride to the top of a waterfall, which he "swan dives" off into a hot tubwhich then collapses to reveal that Mustafa is sitting on a motorcycle, his shorts having been replaced by jeans.
He performs the entire commercial without breaking eye contact with the camera, while addressing female viewers and asking rhetorical questions on what they like, implying that if their man used Old Spice, then he could bring them these things.
The walls of the hot tub were rigged to mechanically rise and lower. Support wires were used to control Mustafa's dive from the waterfall. Footage of rehearsals of the ad begin with the log-rolling, suggesting that the opening beach segment may include separately shot or computer-generated elements.
The background also appears to be enhanced. It features Mustafa in a rowboat pulling off a "fake" mustache, and then "pulling off" the newly revealed skin to reveal another moustache. The branding of the product line revolves around different world locations.
In keeping with that theme, the second commercial is entitled "Scent Vacation", and continues to maintain and expand upon the style of the previous ads. In the ad, Mustafa notes that "when your man smells like Old Spice, you can go anywhere.
The beach drops away and the skirt flies off to reveal Mustafa in mountaineering pants atop a mountain peak. He dives from the mountain, into water, appearing to swim through it, only for it to be revealed as a fishtank, which passes as the camera rotates to reveal Mustafa lying on his side in white slacks on top of a piano in a lavish living room.
Responding to interest in the creation of the previous spots, an official behind-the-scenes video was released for "Scent Vacation". Ultimately, the living room in which Mustafa is shown was built against a vertical wall, and the camera was rotated 90 degrees to make the room appear normally oriented.
Unlike the previous commercials, which were shot outdoors, "Scent Vacation" was shot on a soundstage. More computer-generated imagery was used in this commercial than in the prior ads. The sand and sky of the initial beach scene and the entire mountain backdrop were added in post-production; wires were painted out, as were seams where two scenery pieces came together; fish were added to the aquarium; chocolate was added to a fondue fountain in the living room, and a stick of fondue foods was added to Mustafa's hand.
Two second spots were produced, entitled "Fiji" and "Komodo" after two of the scents in the product line. In "Fiji", a beach scene is shown as Mustafa's voice is heard.
Mustafa rises from beneath the sand with an acoustic guitar, which he opens to reveal that it contains puppies. In "Komodo", Mustafa appears to stand at the base of a hill atop which sits an ancient palace.
The palace is revealed to be a miniature, as Mustafa opens the front wall to reveal the product. He then walks over to a Komodo dragon and pulls open its back to reveal a cooler containing ice cream. The three spots share a common thread of misleading items containing other items.Old Spice "The Man Your Man Could Smell Like" () YouTube Pin it!
Show Comments Online - Your source for entertainment news, celebrities, celeb news, and celebrity gossip. Check out the. We're not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are insinuating it.
Old Spice Guy by gotgame This is the man your man could smell like with the power of old spice little do they know I smell like dirty chitlins and hot ass - Old Spice Guy Share this post. Old Spice campaign - a closer look 1. Old Spice campaign A closer look 2.
Old Spice was loosing share The body wash products were eclipsing the bar soap. Should old spice man use two-week-old sh*t on his body? I don't know, do you like non-sense, low-imaginative-idea scenes made to feel cool with eye-candy execution and with the borrowed interest of an old classic?
Look at your lack of humor. Now back to this ad. Now back to your inability to recognise good, original copywriting. In the case of The Old Spice Man, the character is meant to appeal to women (hey, most men don't wear a scent to please other men) with manly insult humor that would appeal to men.