Old Spice Does It Again

Old Spice once again shows one of the most random advertising campaigns ever.  In this ad, in ESPN the Magazine, you can see a girl eating an ice cream cone very seductively.  However, this has absolutely nothing to do with the product that Old Spice happens to be selling, which is their Red Zone body wash.  The text makes it a funny connection to the slogan “Keep it clean.”  The girl is attractive and, naturally, the viewer assumes that Old Spice is trying to say that, if you use their body wash, you can get girls like her.  Instead, Old Spice takes a different approach.  They attempt to get your mind out of the gutter with the next few lines.  So what that she’s hot?  She’s not trying to seduce you, she just likes ice cream and it’s hot outside.  There is no more simple answer than that.  It is interesting to see the size text in this ad also.  “Old Spice” is in huge letters across the bottom, it takes up almost triple the space as the picture of the actual product.  The explanation of the picture just above the Old Spice logo is the smallest text on the page, adding some irony into the whole ad.  The picture is the only spot where the actual product is mentioned, but Old Spice is selling their body wash off of the fact that it is from Old Spice, not that it is Red Zone body wash.  In the slogan, it is underlined and we can all guess what that means above the body wash.  Old Spice once again proves that it is not a normal men’s company, going for more irony and humor rather than the obvious sex appeal that most men’s deodorant and body wash companies go for.