Detailed analysis of a noteworthy ad

Brand and product: Old Spice Body Wash

Source: Youtube

Publication date: February 2010

Beginning in February 2010, a series of commercials for Old Spice body wash were released that featured the now famous "Old Spice Guy". This initial commercial, titled "The Man Your Man Could Smell Like" became not only widely popular on television, but it became a Youtube hit, as well. This ad is particularly noteworthy because it fits many of the categories used to analyze advertisements.

Firstly, this is an example of a product demonstration in a unique way. Even though the Old Spice Guy doesn't actually lather himself up in the body wash, what proceeds to happen in the add is theoretically what would happen if the consumer used the product. The commercial begins in a typical bathroom, where one would use the body wash and proceeds to show an luxurious lifestyle one can have if they stopped using "lady scented body washes and switch to Old Spice."

This ad also shows the product in a natural setting. After the scene begins with the Old Spice Guy holding the bottle of body wash in the bathroom, the he is situated on a boat with clear blue waters. He is then transported onto a horse that is strolling the beach. Once again, he is holding the same bottle of Old Spice. This shows a connection between the feeling of being refreshed in nature and the feeling of being refreshed by using the product.  The setting becomes a sign for the naturalness this product gives its consumer. 

The Old Spice Guy, himself, is probably the sole reason for the success of these commercials. He is cocky and somewhat arrogant, but his delivery is quite comical and the situations he is presented in are funny, as well. He is the modern face of Old Spice, once seen as a dated product. In these commercials, the Old Spice Guy is oddly enough addressing women and comparing himself to their boyfriends: "Sadly he isn't me....if he switched to Old Spice he can smell like me." By using this product, the consumers can be just as confident and womanizing as the Old Spice Guy. This image that the product is associated with puts this ad in the category of person as a symbol in support of product image. Since the Old Spice Guy has become the face of Old Spice, this ad also fits the category of character standing for a product. Clearly the scenario of trying to switch the consumer over to Old Spice to be like this man supports this claim. 

"The Man Your Man Could Smell Like" commercial continues to fit the remaining categories of the Personalization format. There is an allusion that using this body wash will lead to a self-transformation for the consumer. This transformation will make him confident and bold like the Old Spice Guy. This product can also solve a social problem of smelling feminine by using un ultra-masculine body wash. Not only can using Old Spice body wash give you the personality of the Old Spice Guy, but it can lead to a luxurious lifestyle seen in the progression of the commercial. This ad, therefor, promises class mobility. After the bathroom scene, the Old Spice is plopped on to a private and beautiful boat and he is dressed like an upscale yachter. He is then carrying an oyster with "two tickets to that thing you love" which magically transforms into diamonds. These sparkling diamonds are a signifier for wealth and luxury.

This commercial also fits many of the categories in the "other codes" format. The transformation of the tickets into diamonds is white magic, as is the rising of the Old Spice bottle of body wash from the pile of diamonds.

The culturati would take notice of the ad for its display of decadence and luxury, but they may or may not be drawn to it because the commercial is poking fun at this lifestyle. This commercial, however, makes luxury appear to be no big deal and there is a playful attitude towards it. It is casually downplayed because Old Spice is trying to convince the consumer that this lifestyle is easily accessible by using this product. It's no big deal that you can just land on a boat and be surrounded by diamonds and affluence. In this particular ad, the Old Spice Guy is shown in isolation with no social obligations, which is admired by the culturati. Again, there are obvious scenes of landscapes of escape and exoticism. 

Herbert Marcuse believed that advertising creates false needs in consumer society. This ad can be seen as evidence that supports his claim because the use of Old Spice body wash gives the consumer desire for this luxurious lifestyle. The consumer wants a private yacht, easy access to the things we want to do, and a handful of diamonds.

The opening quote of "...look at your man, now back to me, now back at your man, now back to me" is an example of the quick back and forth dialogue that compliments the jumping of scene to scene. It is hard to believe that this commercial is only 33 seconds long because it seams that so much happens in it due to the quick and eye fooling editing. 

The manifest message of this ad is clear that female audiences wish their boyfriends were everything The Old Spice Guy is: confident, charming, and has the ability to access an affluent lifestyle. The latent message of this ad draws secret desire from the audience and surfaces the wish to be with someone who not only has good hygiene, but has access to an affluent lifestyle. There is also a questioning of masculinity. It appears that using a female body soap emasculates the consumer. Even the text at the end of the ad, "Smell like a man, man" seems to imply that only using Old Spice body wash will make you a real man. 

If all advertisements were like this one, it would appear that we have a delusional and twisted relationship to goods in our society. Yachts and diamonds are not frequently used in body wash commercials and the idea that one can posses these treasures by using a particular type of soap is unheard of and irrational. "Anything is possible when your man smells like Old Spice and not a lady" gives the consumer false hope that an affluent lifestyle can be achieved just be switching body soaps. This ad also says something about our relationship with others through goods because there it contains a message that we are to compare those we are in a relationship with to fictional characters in a commercial. Further, we should wish our significant other was as wealthy and confident as this character.