Old Spice: Male Stereotypes

“Hello ladies, look at your man, now back at me, now back at your man, now back at me.”
Old Spice was extremely smart with this commercial. They knew their target audience very well. It makes total sense that they would market towards women. The D&AD case study explained that women purchase the vast majority of male toiletry products. Women made more than 50% of body wash purchases. They designed the commercial to appeal to their target audience, female purchasers, while at the same time making it masculine and appealing to their male demographic. Humor played a huge role in this success of this campaign. It had the ability to make people laugh. Humorous advertising grabs attention. The random phrases make it funny and keep consumers quoting the commercial. …show more content…
In today’s society, some form of media is constantly surrounding us. Mass media shapes and mold our viewpoints and defines what is normal. Many women find muscular and “manly” men attractive and men strive to be that ideal version. When men viewed the commercial, it illustrates to them them what they could be like and made them want to be the “perfect man”. For women who viewed the commercial, it is trying to get them to notice that the man beside them is not the good-looking Old Spice man. The bathroom scene switches to the Old Spice man on a boat. He suddenly has an oyster in his hand filled with two tickets to “that thing you love”, implying that he could provide her with whatever she loves. The oyster turns into a fountain of diamonds, which goes back to the old saying that “diamonds are a girl’s best friend.” This suggested that if their man were to use Old Spice, they would be closer to achieving this