A seriously funny ad

Fresh off their Grand Prix win at the Cannes Advertising festival, Old spice is at it again with a new commercial featuring the man women want and men want to be, Isaiah Mustafa.



Another funny spot and judging by the comments on their Youtube and Facebook pages, it's sure to be a huge viral success. So why does this spot work when so many others that try to be funny don't? Let's break it down.

First, it has a sound strategic base. Old Spice's main competition, Axe, has used its hormone induced communications to suggest it will turn you into a nympho magnet. Thus it has become the aroma of choice of Junior High School boys. Old Spice, on the other hand is promising you'll "smell like a man." A much more believable proposition. Also, addressing the spot to women acknowledges their role in the process, and puts guys in the audience on alert... "Hey, why is this dude talking to my girl?"

The copy is first rate. Lines like "Do you want a man who smells like he can bake you a gourmet cake in the dream kitchen he built for you with his own hands." balance product sell, humor and fantasy. There is a repeatable copy line. Don't be surprised if you hear "Swan Dive" repeated over and over soon.

The art direction and production have just enough of a "how did they do that" factor to encourage repeated viewings of this spot. Did they really do it in one take? How did they get him into the hot tub and on the motorcycle?

And finally, it's strongly branded. It opens with a product shot and closes with the famous Old Spice audio signature. They're not trying to bury the brand in humor, they're actually selling the brand with humor.

And that's what makes this campaign one of the best in recent memory.