Humor. Spice. And everything nice. That's pretty much how I'd sum up Old
Spice's new ad. Continuing the earlier series (the Mom Song), Old Spice has
recently released the Dad Song. True to style it's funny and engaging. Old
Spice sure has hits the nail on the head. It has all the elements that make for
a great commercial. Here are some of the things that I find most appealing
about this ad:
A clear demarcation of TG: There is no ambiguity in who uses
Old Spice- a 'Man' who has come of age. One who is old enough to make decisions
on who he dates and what he wants to do in life. However, what this ad also
carries the subtle suggestion of a 'rite of passage'. It seems to say that now
that you are a young man, you need to graduate to using what men use. And all
this, from the point of view of the only person who will see another as a child
forever- a mother!
Subtle references to the courtship games: There are many ways one
can show that a 'Boy' has now become a 'Young Man'. One can show him working,
living on his own and managing his life. Yet in this ad, Old Spice has chosen
to show the 'young man' in the context of courtship. It's a little more than
coincidence, in my opinion, given that they fight for 'Share of Shelf' and
'Share of Mind' with Axe that has always positioned itself as the 'woman
magnet'. So in a fairly subtle manner, Old Spice also conveys that its a
product that plays a part in the game of courtship!
Great insight and execution: It’s true that for most women, their
sons always remain a 'baby', 'child' or 'boy'. Yet to express it in a humorous,
non-offensive manner takes great insight! The ad manages to capture the quintessential
difference in perspectives between 'Mommy' and 'Daddy', without ever bringing
the actual subject of the argument, the son, into the picture! And yet it talks
to all three all at once. That, I believe is great execution.
There's nothing quite like an ad that brings a little bit of humor
into the picture, reducing the monotony of having to tolerate advertisements
disturbing your regular program, I'd say!
