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I\u2019m sure you must have come across Old Spice commercials on the TV, featuring two ultimately manly men – Isaiah Mustafa and Terry Crews.<\/p>\nIt\u2019s so powerful that it sells itself in other people\u2019s commercial. It\u2019s so powerful that it turns off the Sun, then it gets too cold, so it makes another Sun. It\u2019s newer than new socks and New Jersey. It changes the regular smell of a man to a man who smells like power.<\/p>\n
And so on and so forth.<\/p>\n
Power in a metal can called Old Spice.<\/p>\n
I\u2019m sure you must have come across Old Spice commercials on the TV, featuring two ultimately manly men – Isaiah Mustafa and Terry Crews.<\/p>\n
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They\u2019ve appeared on the screen for the first time in 2010 and instantly became iconic, winning numerous industry awards. Thanks to a tongue-and-cheek sense of humor and almost overwhelming creativity, they virtually have become a cultural phenomenon.<\/p>\n
No wonder they generate a lot of online buzz – they are smart, hilarious and surprising. They are so incredible that after a 10-minute commercial break it\u2019s the Old Spice commercial you remember.<\/p>\n
Mustafa and Crews have starred in 3 campaigns: The Man Your Man Could Smell Like, Odor Blocker Body Wash<\/em> and the most recent Smell-mitment<\/em>.<\/p>\n 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.<\/p>\n Let\u2019s take a closer look.<\/p>\n The first campaign Smell Like a Man, Man<\/em>, was launched in 2010 and featured The Man Your Man Could Smell Like<\/em> commercial.<\/p>\n Given the brand’s 70 years of heritage, Old Spice was concerned with the ability to win the hearts and wallets of young men. The heritage, initially seen as an obstacle, eventually has been used to the advantage of the band. Because who knows more about masculinity than a 70-year-old men cosmetics brand, right?<\/p>\n Another 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. Was there an assumption that women pick body washes according to their preferences? Apparently, because Mustafa says anything is possible when your man smells like Old Spice and not a lady.<\/em><\/p>\n The commercial became an instant hit and appealed both to women and men. Old Spice had to keep up with the punch. Seeing the mass appeal of the commercials, Old Spice created more commercials starring Isaiah Mustafa and the body wash.<\/p>\n Soon after, the brand started off with the odor blocker body wash campaign featuring Terry Crews. Similarly to Smell Like a Man, Man<\/em>, the commercials with Crews were based on the same mixture of masculinity, cleverness, and amusement.<\/p>\n One can at a glance spot that Mustafa and Crews slightly differ from each other. Both being masculine, they are heaven to earth when it comes to physical look, voice, gestures, and language. So are the commercials.<\/p>\n Mustafa is a ladies\u2019 man. Charming, gentle, yet manly and vigorous sweet-talker, swaggering through the commercials. Seems he knows what women want.<\/p>\n On the other hand, we\u2019ve got Crews: a muscular, high-octane guy who apparently can\u2019t contain his power and obliterates anything he stumbles upon. That’s a guy you’d like to work out with if you’re a man.<\/p>\n These two dudes present two different models of communication with Mustafa reaching out to women and Crews to men.<\/p>\n Have you ever thought why these commercial is so appealing both to men and women?<\/p>\n Stereotypes, man. Gender stereotypes.<\/p>\nThe Beginning<\/h2>\n
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It all began in 2003 when Old Spice came out with a new body wash and met with a cut-throat competition. In order to survive, the brand hired the creative brains of Weiden+Kennedy advertising agency.<\/p>\nSo What’s the Difference<\/h2>\n
This’s How They Do It<\/h2>\n
Mustafa<\/h2>\n