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"The Man Your Man Could Smell Like..."
This commercial has it all, but mostly what it has is humor. Most commercials for men's fragrances and body care products are geared toward men and have pretty much the same message: "Women will throw themselves at you if you wear this." Specifically, and the ones that Old Spice is targeting, these newer products are marketed almost as aphrodisiacs.
Now turn this message around and sell it to the woman. "Look how fabulous your man would be if he smelled like me." Who makes most of the purchases in the American home? Yep, women. If you want your man to be like this guy, you have to take things into your own hands, apparently.
But instead of the typical macho guy who takes himself way too seriously in commercials, we have this uber-macho but woman-savvy manly man who also can produce tickets to your favorite show or a handful of diamonds at a moment's notice. Stereotypes of men and women abound here, but because they're so over-the-top, it's funny, not degrading or depressing.
This commercial could have given a huge lift to the spate of "pathetic man" ads on Super Bowl Sunday.
How can you find a way in your next presentation to turn a traditional or even clichéd concept on its head?