Media Meditation #8: I’m a Man! Spicing up Old Spice

Recently there have been many new and intriguing Old Spice commercials on TV. They are very humorous and entertaining, and surprisingly I both love and use Old Spice because of it (their marketing sold me). I thought it would be great to look a little further and see exactly why these commercials work as well as they do. “I’m on a horse!”


TRIUNE BRAIN:
Neocortex – Not much to think about, other than what the hell is going on?

Limbic – The music and tone of the commercials are very relaxing.

Reptilian – One of the commercials gets you pumped up and it is kind of shocking not knowing what is going to happen next.



8 TRENDS:
Technological Shift – Old Spice uses a variety of methods to bring attention to their brand, such as YouTube and a website.

Personal Shift – You get the message that if you want to be a “real man,” then you should use Old Spice.



7 PRINCIPLES:
Production Techniques – Each commercial is very different and abstract from the next. They make sure that all your attention is kept on the ads and not strayed away by keeping it exciting.

Value Messages – If you’re not using Old Spice, then you’re not a real man. You also do not smell your best without it.


Individual Meaning – Everyone has their own feeling of what the commercial is trying to do; some may see it as fun and appealing, while others may see it as offensive.
Emotional Transfer – The basic message from the commercials is only real men use old spice, and that makes you feel as if you need to part apart of that social circle.



PERSUASIVE TECHNIQUES:
Symbols – They use good looking men to sell the product, portraying what you could be like if you use Old Spice.

Humor – The commercials are very different and abstract, which adds a lot of humor to them.

Repetition – The idea of being a “man” is repeated through most of the commercials.

Denial – If you’re not using Old Spice, then you’re not a real man.

Beautiful People – They use good looking men to sell the product.

Strength – Each actor in the commercial shows a high level of power and confidence.