Famous Commercials of Old Spice: The Story Behind Their Success

Any time one talks about legendary advertising campaigns, they are not exaggerating if they say Old Spice is the first brand they point their finger at. Their ads have enthralled audiences, redefined masculinity, and changed what was hitherto considered an "old man's" brand into a cool, funny, and iconic powerhouse. But how did they do that? Let's delve into Old Spice's history of popular ads and learn the techniques these stories use in their advertising, the impact on the brand's image and sales, and the key campaigns that made the difference.

A Brand in Need of Reinvention

Brand Perception Before Old Spice underwent a refreshing advertising resurgence in 2010, the brand was perceived to be very much for the "older male." The main products of aftershave and cologne were viewed as needing to be updated, and it had long been losing track among the young. Therefore, Procter & Gamble, the parent company, realized a universal need for a complete revamp of the most classic brands, especially regarding younger men.

Wieden+Kennency is the ad agency that would resuscitate Old Spice to its complete brand makeover with humor, absurdity, and just a touch of irony. Their campaign wasn't just life into the brand butt catapulted Old Spice to the pop culture stratosphere.

"Smell Like a Man, Man" Campaign 2010

This amazing campaign from Old Spice, launched in 2010, is considered one of the most famous ad campaigns of the last decade, completely revamping how men's grooming products are marketed.

The Story

Headlining the ad is former NFL player and actor Isaiah Mustafa, who takes female viewers straight to the heart, promising them that if they "get their men to use Old Spice, they could smell like him." What really made the ad stand out was how Mustafa transitioned so smoothly between absurd and surreal moments, like being in a bathroom and then riding a horse, all while maintaining that direct eye contact with the camera.

Why It Worked

The advertisement was an elegant blend of nonsensical humor, bravado, and charisma, appealing to both men and women. Its over-the-topness broke the mold of the classic, severe men's grooming ads that made Old Spice distinctive from other brands. The ad went viral on social media and quickly amassed millions of views on YouTube within days.

The Effects

This campaign did more than create noise: it launched Old Spice's sales sky-high. Six months after the ad was introduced, Old Spice body wash sales started to increase by 125%. More importantly, it helped the company change the perspective of younger men, who began to see Old Spice as fresh, funny, and relevant.

The Follow-Up: The Response Campaign

After the first commercial, Old Spice doubled down on a viral marketing strategy.  It was at that point that the brand took a significant chance and created a lineup of real-time response videos with Isaiah Mustafa, responding to fans, celebrities, and brands across Twitter and YouTube.

Why It Was Genius

This campaign was one of the first to embrace social media interaction truly. By responding to real people with personalized videos, Old Spice kept the momentum of the original ad going while continuing to build a humorous, approachable brand voice. This interactive approach set a new standard for how brands could engage with their audience in the digital age.

Terry Crews joins the Party: "Power!" Campaign 2012

Terry Crews was brought in to be the new face of Old Spice with its next major campaign. Terry Crews is bringing the thunder with his hilarious delivery of the new Old Spice scents—it's totally over the top!

The Story

The ads made Crews a rubber-necked, loud-mouthed, muscle-flexing, shouting man who did just about anything necessary to smash through walls and get to where he wanted. The ads were so busy and bombastic that they were almost tailor-made to his larger-than-life personality for commercial purposes only.

Why It Worked

This gave a different type of comedy in Terry Crews's commercials to Isaiah Mustafa's ads. Once, it had a sophisticated flair, but there were times it came off as totally unpolished. Such differences enabled Old Spice to stretch its boundaries and keep the brand current. Balancing conflicting comedic styles showed that their advertising team was pretty creative.

The Impact

Once more, sales shot off into the roof in Old Spice with the Terry Crews campaign. The bold slogan "Power!" combined with an exhilarating feel resonated with fans, allowing Old Spice to keep its competitive edge. Also, keeping innovative techniques like having viewers "play" Terry's muscles on a keyboard as part of ads kept Old Spice at the top of innovation.

Old Spice Today: A Legacy of Humour and Innovation

A decade since the massively iconic "Smell Like a Man, Man," Old Spice has continued to build upon its legacy through hilarious and creative advertisements, whether through collaborations with athletes and musicians or weird humor that grabs attention, proving it's not one hit in the advertising world.

The brand shared its consistently entertaining and ridiculous stories with people in a way that stayed relevant to its audience. This is the strength of great marketing—this isn't about selling body wash or deodorant but rather about crafting an unforgettable brand experience that leaves people laughing, talking, and especially buying.

Conclusion: The Power of Storytelling in Commercials

Great Old Spice commercials are not because of the humor or the star power of Isaiah Mustafa or Terry Crews but because Old Spice tells its story through absurdity, charm, or explosive energy. Brands always surround the viewer with an entertaining narrative that sticks in your head long after the commercial.

Old Spice demonstrates that commercials don't have to be boring and predictable if they are developed right. It used bold storytelling for its campaign and converted its brand into a cultural phenomenon. This lesson applies to any brand.

Are you ready to spice up your marketing with some unforgettable storytelling? Let the Old Spice brand inspire you!