Old Spice is a men’s personal care brand that has been around for more than 70 years in America. Old Spice was originally called Early American Old Spice for women and marketed to men a year later as Old Spice for men. It was developed in the colonial era and the creator, William Lightfoot Schultz was “interested in maintaining a colonial framework” (Procter & Gamble) and used the influence of colonial sailing ships and a nautical theme.
Proctor & Gamble states that “Old Spice is the authority on male grooming experience” (Procter & Gamble). They market a wide variety of products to men including anti-perspirants, deodorants, body sprays and after shaves. This commercial effectively shows how marketing is expanding to a younger audience especially in this case of the young male with credibility (ethos), emotions (pathos) and logic (logos).
We will begin with Old Spice’s ability to use their reputation to introduce the product. They have a well-known and long standing history with men’s grooming products. Many young men can recall the distinct smell of the Old Spice after shaves as their grandfather or father may have worn it. This equates to the character of the product as these elders are respected by youth. They also have a distinguishable chime in the form of what they call the “classic whistle” (OldSpice); it is easy to relate that sound with the memory of Old Spice as it adds to the recognition of the brand.
The most prominent use of persuasion is the use of pathos; it is evident throughout the 1 minute commercial from the tone of the music, the lyrics, the scenes, and the underlying humor. The advertiser is trying to convince teenage boys that by using this Refresh Body Spray they will become men and inherit the perks that come with that status. Also, that they will appeal to the opposite sex more. The image of pretty girls doesn’t hurt to grasp the attention of the intended consumer, young men.
The music starts with a piano playing a moderate tempo that intrigues the watcher as to what this could be about. The music brings about emotions of wonder and suspense. This entices the audience to continue watching and see what this product is all about. The music stays the same through the segment as it does not distract from the lyrics or scenes.
The images start showing a young man getting dressed but not before using his body spray. As he leaves his room his mother is hiding behind his door and the scene plays out. He is walking with a pretty girl, he is happy and having a good time; yet he is unaware his mother is following him. As different scenes appear they all have the same theme; a young man with a pretty girl in a dating situation, with them unknowingly having mom watching them. These moms appear in obvious and obscure places, only adding to the nontraditional humor. These scenes illustrate the emotions they are trying to have the audience, young teenage men, feel; confidence, enjoyment, fun, love, lust, and the allure of becoming “men”. It shows that by buying this product you will go on dates, hold hands, and kiss girls. However, the advertiser is also projecting expressions of humiliation, embarrassment, and fear as the son’s are being followed by their mothers. A teen does not want to think his mom is stalking him on a date as Cantor describes it as“…metaphorically spy in the most frightening (albeit creative) ways possible.” (Cantor)
The next use of emotion presented is in the lyrics of the song. The writer of this jingle must have meant it to appeal primarily to the person who buys toiletries for the family, in this case the mom’s of the household. However, it brings about fear of loss, sadness, and jealousy as their son’s are distracted by teenage girls. Old spice may not have thought this one through as it does not support good reasons for mother’s to purchase this as they will help their son’s become men. This could be a further example of the humor that as parents we are proud of them growing up but also dread the feeling of losing our baby. If you take the time to really listen or read the lyrics of the song sung by the mothers it plays on the emotions described early. Furthermore, it appeals to the son’s excitement in the line “Old Spice (Old Spice) sprayed a man out of my son, now he’s kissing all the women and his chores aren’t done”. They think hey, these things could happen.
Old Spice Mom Song Lyrics
Oh I didn’t see it coming
But it came in a can
Now my sweet son’s sprayed into a man
Mine too and hey we know just who to blame
When our sons have fun with women and misbehave
Old Spice (Old Spice) sprayed a man out of my son
Now he’s kissing all the women and his chores aren’t done
He was just my little sweetie tiny fingers, hands and feeties
Now he’s touching, kissing, feeling all the women because
Old Spice Re-fresh sprayed a man of my son
Now he smells like a man
And they treat him like one.
Finally this advertisement slightly touches on the use of logos. It is logical for a male teen becoming a man to be concerned about body odor. This ad also points to the belief that if you use this body spray then you will get the attention of girls. The grooming product itself appeals to reasoning as it is practiced that young men need to use odor products as they go through puberty, why not Old Spice items.
The commercial closes out with the well-known Old Spice sound pulling back to their reputation and reminds the viewer of the brand Old Spice. Advertising is to bring attention to one’s product and entice the purchase or continued use. Does Old Spice get a younger generation interested in their new product, Refresh Body Spray? Yes, I think so. The ad is relatable and funny. I think it also re-creates an appeal to men of all ages as it speaks to older men’s memories and younger men’s dreams of the future.
Sources
"New Old Spice TV Ad 2014 - Mom Song 60." YouTube. Web. 12 June 2015. .
"Procter & Gamble." About Old Spice. Web. 11 June 2015. .
"OldSpice." Old Spice. Web. 11 June 2015. .
Cantor, Brian. "Old Spice Debuts Creepy "Mom Song" Commercial; Lyrics and Video." Headline Planet. 5 Jan. 2014. Web. 11 June 2015. .
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