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If you were watching the Grammy Awards on Sunday night, you saw an Old Spice ad that was very weird indeed, even for the notoriously quirky Procter & Gamble brand.
The 60-second spot was entirely in French, and there were no subtitles. This made the plot very cryptic for non-French speakers.
All we could tell was that a woman, after sniffing a red-sweatered man holding Captain body wash (part of the brand’s new Red Collection), suddenly became distraught and wandered around a picturesque seaside town yelling “Old Spice!” All her friends joined her in a desperate chorus, before she finally reconnected with Red Sweater guy and all seemed to be well again.
“We make scents for men,” said the onscreen copy.
The
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