Video Analysis: New Old Spice Ad

As soon as this homework was assigned, I wanted to do this ad. I actually saw it for the first time on Oprah the night before and thought it was hilarious!

It opens up with a well built man wearing only a towel, in a bathroom, with a hot steamy shower running, addressing the ladies. Who knows where that could go? That gets everyone in the rooms attention! He commands us to look at our "man" then look at him, then, look at our "man", sadly our man isn't him! I actually did this and we all thought it was funny. It's one of the first interactive ads that I've seen.

The narrative in this ad is surprisingly simple at first, if your "man" stopped using "ladies scented body wash" and started using Old Spice, he will "smell" like the gentleman in the ad.

The myths keep coming, next you'll be on a yacht in the ocean "your on a boat with a man your man could smell like". He's got an oyster filled with 2 tickets to "that thing you love" and magically the oyster turns into hundreds of diamonds and finally you could be riding on a horse with this man.

There are many connotations, your man will also have that deep voice and be very muscular! You'll have the resources to spend time on your yacht and horseback ride like he does. (this is what your missing out on, because your man doesn't currently wear Old Spice) Also, "anything is possible when your man smells like Old Spice and not a lady"!

The ad starts out in a low budget bathroom and quickly we move to a yacht which symbolizes wealth and status. Lastly we are riding on a horse with a beautiful ocean background. Not only does the horse symbolize having the money and time to ride leisurely, the bold blue and white

stripes on his shirt represent high end and he has a calming, relaxed voice.

Even though the ad represents wealth, it also represents youth and wildness. The presentation definitely contributes to the meaning of the ad. It is presented to show the wealth and status that you will have if your man wears Old Spice. He is a fantasy that can be attained as long as you run to the store and get some Old Spice!!!!

I love that the ending has the written text, "Smell like a man, man" This ad is geared to women, with just the ending speaking to the men who are going to be wearing it. Could that be just another hint that women make the purchasing decisions in the home?