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Smell Like a Man, Man
Old Spice · 2010
- Agency
- Wieden+Kennedy
- Campaign
- The Man Your Man Could Smell Like
Analysis
Isaiah Mustafa sits on a white horse while holding Old Spice body wash. The campaign image combines its spokesperson with an exaggerated ideal of masculinity.
“SMELL LIKE A MAN, MAN.”
Comic aspirationProduct integration
Why it worked
The towel and horse create an unlikely combination that is easy to remember. The bottle keeps the fantasy connected to the product.
Lesson
Put the product inside the joke so viewers remember what the entertainment sells.
Image source
© Old Spice. Shown for study and commentary.
Not affiliated with or endorsed by Old Spice.