![]() ![]() Have you ever thought why these commercial is so appealing both to men and women? These two dudes present two different models of communication with Mustafa reaching out to women and Crews to men. That’s a guy you’d like to work out with if you’re a man. On the other hand, we’ve got Crews: a muscular, high-octane guy who apparently can’t contain his power and obliterates anything he stumbles upon. Charming, gentle, yet manly and vigorous sweet-talker, swaggering through the commercials. Both being masculine, they are heaven to earth when it comes to physical look, voice, gestures, and language. One can at a glance spot that Mustafa and Crews slightly differ from each other. Similarly to Smell Like a Man, Man, the commercials with Crews were based on the same mixture of masculinity, cleverness, and amusement. Soon after, the brand started off with the odor blocker body wash campaign featuring Terry Crews. Seeing the mass appeal of the commercials, Old Spice created more commercials starring Isaiah Mustafa and the body wash. The commercial became an instant hit and appealed both to women and men. Was there an assumption that women pick body washes according to their preferences? Apparently, because Mustafa says a nything is possible when your man smells like Old Spice and not a lady. Because who knows more about masculinity than a 70-year-old men cosmetics brand, right?Īnother crucial finding showed that more than 50% of body wash purchases were done by women so Old Spice tried to encourage women to stop buying their favorite body washes for their men. The heritage, initially seen as an obstacle, eventually has been used to the advantage of the band. Given the brand’s 70 years of heritage, Old Spice was concerned with the ability to win the hearts and wallets of young men. In order to survive, the brand hired the creative brains of Weiden+Kennedy advertising agency. It all began in 2003 when Old Spice came out with a new body wash and met with a cut-throat competition. The first campaign Smell Like a Man, Man, was launched in 2010 and featured The Man Your Man Could Smell Like commercial. If you look closer, the commercials of Mustafa and Crews differ when it comes to the communication as they address two target audience – men and women. Mustafa and Crews have starred in 3 campaigns: The Man Your Man Could Smell Like, Odor Blocker Body Wash and the most recent Smell-mitment. They are so incredible that after a 10-minute commercial break it’s the Old Spice commercial you remember. No wonder they generate a lot of online buzz – they are smart, hilarious and surprising. Thanks to a tongue-and-cheek sense of humor and almost overwhelming creativity, they virtually have become a cultural phenomenon. They’ve appeared on the screen for the first time in 2010 and instantly became iconic, winning numerous industry awards. I’m sure you must have come across Old Spice commercials on the TV, featuring two ultimately manly men – Isaiah Mustafa and Terry Crews. It changes the regular smell of a man to a man who smells like power. It’s newer than new socks and New Jersey. It’s so powerful that it turns off the Sun, then it gets too cold, so it makes another Sun. It’s so powerful that it sells itself in other people’s commercial.
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