If Only Your Man Could Smell Like Me

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If Only Your Man Could Smell Like Me
About a month ago Old Spice released a commercial that had the internet as well as women across the United States, left in a sense of craziness. By now almost everyone has seen the infamous Old Spice commercial most notably known as “The Man Your Man Could Smell Like.” The commercial opens with ex-football player Isaiah Mustafa just stepping out of the shower and addressing his audience, “Hello ladies.” He then proceeds to say, “Look at your man. Now back to me. Now back at your man. Now back to me. Sadly, he isn't me. But if he stopped using lady-scented body wash and switched to Old Spice, he could smell like he's me." Over the course of the short thirty second ad he finds himself on a boat holding a bottle of Old Spice, which turns into an oyster shell with, “Tickets to that thing you like,” which then turns into a handful of diamonds and finally back to the Old Spice bottle. The commercial couldn’t have ended any better either; with Isaiah sitting on a horse proclaiming, “I’m on a horse.” I chose this particular commercial because not only is it absolutely hilarious but it’s absolutely effective any many ways, some of which will be examined over the course of this paper.

So it’s obvious that the intended audience for this commercial is women, which means that Old Spice is trying to sell a man’s product by targeting it to women. That sounds completely backwards right? Why target an audience that won’t even be using the product? Wrong, Old Spice’s way of marketing for this commercial is brilliant! Many traditional body wash commercials try to persuade the male audience how much their product will attract and please women; not this time. Old Spice flipped the script and decided to do things a little differently. Target the female audience who has to actually deal with their man’s s foul odor. Not only that but targeting the audience who in almost all cases will be the ones most likely to...
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