Much like a spice-scented snowball picking up speed down a chest-hair-laden slope (how’s that for creative imagery?), Old Spice’s “Smell Like a Man, Man” campaign has slowly but surely become the funniest bit in your commercial break.
Following in the footsteps of classic, yet self-aware, brands such as Canadian Club, Old Spice has reflected on its stale-but-vintage reputation and made a point to (bad pun alert) spice it up. While it may still be that last minute gift you pick up for your dad on Christmas Eve, it’s also one of those things that makes a man a man… man. And they know that.
So, just when you thought their ads couldn’t get any more on target, they do. Consider this the ad that should have taken the prize on Super Bowl Sunday, but didn’t. Nonetheless, get spicy with it now.