Old Spice is cool again – who knew?

Let me start out by saying I AM NOT being paid for posting this… in fact I don’t even have any real good idea as to why I am posting this other than for the fact that I have been loving the new “Old Spice” ad campaign of late and my eye had been caught by their fresh new product design.

But let me take a step back and explain the “cool” comment in the post title.

Up until recently, whenever the Old Spice brand crossed my path, all I have been able to think about is my much loved Pop from when I was growing up. For as long as I can remember he has used (not 100% sure if he still uses it) Old Spice talcum powder. Sitting in his recliner with him after an afternoon on the beach fishing, the unforgettable aroma of Old Spice would waft from his freshly showered pits. That sole memory has somehow equated to my brain categorising the red bottle with the white sailing ship on it as something your granddad (or a more mature market) uses.

Add to that the fact that anyone who wanted to paint someone as being somewhat daggy or cheap when it came to personal grooming would always throw the accusation of “Old Spice” usage out there.

So, with all that history explained, it’s with some surprise that I find myself highly entertained and therefore more than likely targeted by the brand’s new and perhaps quirky marketing efforts. As I mentioned before, the packaging and new line of products brings them to the ball game that was, until now only being slugged out between higher-end international men’s deodorant brands like Lynx & Axe.

However, when it comes to the multimedia side of things, where Lynx and Axe employ the tactic of suggesting that the use of their products will make you irresistible to the ladies, Old Spice are going with more of a fresh, “celebration of manhood” approach with priceless lines like, “Is handsomeness a burden your face has to live with… every day?” Love it!

Anyway, check out these two recent TVCs that have hit North American screens over the past couple of months. They’re weird, quirky and funny. I like them.