|Moms Get Creepy in New 'Old Spice' Ads
By: Len Kornblau
The new Old Spice spots certainly aren’t your dad’s or granddad’s Old Spice spots.
They aren’t even the Isaiah Mustafa or Ray Lewis Old Spice spots.
They definitely have the Wieden+Kennedy look and feel. They could almost be ESPN SportsCenter spots.
But they are creepy.
And moms rarely buy Old Spice for their sons. Unless it’s on their shopping list!
Yet, they are fun to watch and easy for many guys to relate.
Even some young women can laugh.
Most older ones won’t.
They have gone from the Miller Lite to the Bud Light spots of HBA.
Hardly the classic Proctor & Gamble approach.
But, they are noticeable. And no doubt, they will raise awareness.
And THAT is the name of the game!
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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