Ah yes, the familiar sailboat logo on the classic white bottle cluttering thousands of medicine cabinets across America... It's an American fragrance icon -- and no self-respecting man (gay or straight!) would be caught dead wearing it. Perhaps you've noticed this phenomena. Proctor & Gamble certainly has...
They've hired the advertising team of Wieden + Kennedy to update the 80 year old cologne's image. The ad firm, which produced hits like Nike's "Just Do It" campaign, will unveil their racier, edgier and sexier marketing this week. Maybe they'll call it OS 2.0... Nah. They're gonna stick with penis jokes.
One of the new ads features movie star Faye Dunaway lounging by a fire with the caption "If your grandfather hadn't worn it, you wouldn't exist."
Another displays a picture of a foot-long hot dog and the caption "What? Is there some reason we can't just have a picture of a 12-inch-long hot dog without everyone freaking out?"
Monica Taylor, another Wieden + Kennedy creative director on the campaign, said P&G was "always reminding" the agency of its tradition, but nonetheless welcomed the racier approach.
"We're a bunch of dysfunctional, crazy people over here so we thought maybe we can give them a little of that sex appeal," Taylor said.
Cuz nothing says sexy to me like a foot-long hot dog. You should see what those vendor stands do to me... *rolls eyes*
Now, I'll give you that the Old Spice brand has picked up in recent years. Proctor & Gamble bought the brand back in 1990 and specifically targeted the deodorant and antiperspirant line. Four years later it was the top selling brand among teens and first time buyers. But sexy?
Don't get me wrong. I like the smell of Old Spice - I do. But I like that smell in the same way that I like the smell of cedar chips or lavender sachets. It's a good smell but not something I want on me. It's a smell from simpler times, a throwback to my childhood. My grandfather wore Old Spice. I always think of him when I smell it. And I just don't think of sex when I think of Grandpa.
So what about you? Think Old Spice can bring sexy back? (You know somewhere Justin Timberlake is cringing!) Can they pull it off? Will it be the next-big-thing again?