Amusing Monday: Old Spice ads break with reality

Old Spice, maker of aftershave, deodorant and so much more, has gone wild with its television commercials the past few years.


I started out, as usual, to produce this “Amusing Monday” by looking for videos with a water-related theme. I located the first video on this page, which depicts a guy who cannot escape a fresh shower no matter where he goes.

After that, I started looking at other Old Spice ads. The company has produced so many weird videos it is hard to know where to begin and end. Should we talk about the Old Spice “prank ads”? Click here on “The Flattering Man” and then hang on.

These prank ads, as Greg Kumparak of Tech Crunch calls them, have been placed all over the Internet as part of the Old Spice campaign. He includes links to eight others in a story he posted in January.

Some people loved the ad that Old Spice calls “Momsong,” but others were seriously weirded out or offended. It’s a bit more than a mother’s lament that her son is coming of age with the help of Old Spice: “Now he smells like a man and they treat him like one.” At the end of the video, the screen includes links to two related videos.

I’m more annoyed than amused by a shouting Terry Crews, who was featured in a series of Old Spice commercials a couple years ago and was called back this year to hock an Old Spice shaver. See this YouTube video. In the commercial, he is both the person shaving and the hair about to be shaved.

I could go on like this all day, but someone named Chris John has compiled 21 Old Spice commercials in a single nine-minute video on YouTube. Check out the second video player on this page.

Hunter Whitworth of Paste magazine analyzes the Old Spice campaign, which is engineered by the advertising firm Wieden+Kennedy of Portland, Ore.:

“As fewer and fewer people watch live television—and as the audience that does is spread over an increasing number of channels—commercials are engineered with an eye towards their life on the Internet; they are designed to go viral as much as they are designed to sell you something.”

In his analysis, Whitworth makes an essential point: Unlike so many funny commercials being created today, these Old Spice ads actually place the product in the spotlight. As I once learned in an advertising class, you can’t forget to mention what it is you are selling.

There are many more Old Spice oddities to check out. The timeline on the Old Spice Facebook page is one way to get a wide-angle view. You can also visit the Wieden+Kennedy website and its Old Spice page. Of course, Old Spice has a YouTube channel, in which one video after another can be watched.

Finally, if you would like to see how far Old Spice has come — or fallen, depending on your viewpoint — check out the last video player on this page.

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