Old Spice Dad Song: bringing back the Spice!

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!