Even the World’s Least Smooth Mandroid Gets the Ladies With Old Spice

Odd, sure, but is it starting to smell like Axe?

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 humor that has defined the brand since Isaiah Mustafa first transformed a pair of theater tickets into a fistful of diamonds. And the commercials—TV ad "Soccer" and Web spot "Nightclub"—definitely have their bizarre moments.

Plus, Old Spice has already made the case, powerfully if insanely, that its products could turn men's hair into impossibly talented gophers, and mother-smothered boys into men. So it was really only a matter of time before it told us it could seal the deal for cyborgs. 

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.