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| The Old Spice logo |
I would have to say that of all the advertising campaigns I’ve seen over the years, I have definitely loved the new "The Man Your Man Could Smell Like" Old Spice television ads. As I’ve grown up, Old Spice was the deodorant that my father used and still uses. It provides a sense of warm nostalgia to see that Old Spice is still thriving, meaning that my dad still buys it. When I see it or smell it, I am automatically reminded of him.
When I see Old Spice I am reminded of masculinity and Americanism from its simple red, white and blue packaging with a sailboat picture. The packaging always makes me associate of the glory days of the 1950’s when nationalism was at its peak for America. Men were returning home from overseas after World War II, starting families and becoming dads. So now, every time that I see or hear of Old Spice, I think: DADDY!
Masculinity is still the prominent theme on television Old Spice ads. They (the ads) are designed not only towards the female audience, expressing that they should buy the product because Old Spice makes their “man” smell manly, but also to men directly with the tagline "Smell like a man, man.”
As of recent the ads have featured the sex appeal of attractive “manly” actor Isaiah Mustafa, they are exciting and entertaining. They feature the glitz of retail, jewerly, exotic locations, and even alluding to the Old Spice sailboat, showcasing everything that men feel should attract women to them. They show Isaiah as the epitome of manly man, and therefore must do the epitome of what manly men should do. And in my case, it makes me smile since my father is one of the most (if not the most) manly men I know.
| Actor Isaiah Mustafa as the Old Spice spokesperson |
The Old Spice ads have now gone on to spawn fan response YouTube videos, and Isaiah Mustafa has been featured on many daytime talk shows such as Ellen Degeneres. All of the commercials are available at the Old Spice website under Videos.
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