Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Many brands promise to make literally anyone more attractive to the opposite sex, but Old Spice takes this promise to the extreme with its new ads starring a hapless, barely functional android.
In a pair of spots from Wieden + Kennedy, a robot with the head of male human consistently wins with the ladies because he smells nice, all despite his best efforts to ruin his chances.
By positioning its products as deus-ex-machina sex potions that women simply can't resist, Old Spice comes off smelling quite a bit like competitor Axe, which has actually been moving away from these kinds of tropes in favor of more cinematic fare.
But the spots manage to keep Old Spice somewhat distinct with the sort of over-the-top
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in