'Experience Old Spice' Invests Youngbloods with Worldliness

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We were ready to pan this new campaign by Old Spice but after exploring it we realized there was no way that we could. Experience Old Spice reaches for a younger demographic, but instead of trying to make itself young and cool like other brands, Old Spice positions itself as the brand of choice for men of culture and experience.

And who better to tell you what manliness is than Bruce Campbell, the kitsch king who demolishes zombies with chainsaws and boomsticks?

The campaign includes a 50-question test gauging whether you're man or boy. And instead of asking beer-oriented questions while a chick undresses, these are actually pretty tough. Can most 20-something guys tell the difference between a Monet and a Van Gogh? We're sure they'll be able to after this.

Also check out the section where worldly men their pass life experience on. Learn critical skills like how to shake hands like a Siberian and how to read aircraft gauges. And get advice from Bruce Campbell himself.

We love this campaign. We just love it. And we hope they expand on the effort, because it's the perfect way to reinvigorate an aging brand.

by Angela Natividad    Feb- 5-07   Click to Comment   
Topic: Brands, Good, Online   

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Comments



Comments

There's no way in hell I'm going to be caught dead in Old Spice -- I'm a Ban man -- but I love the campaign. Definitely sets itself apart from the others, while staying "on topic."

Posted by: closethipster [TypeKey Profile Page] on February 6, 2007 10:25 AM







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