Nowadays impacting the audience it’s more difficult, due to people are being subject to too many stimuli, where the advertisers try to sell their products and services. At the end, the most creative advertisements, visually, with a catchy jingle and a direct claim are the ones that remain in the consumers mind.
I propose to analyze one of the advertisements of the 2011 Super Bowl, american football massive event in the United States, that was successful, and testimony of it are the almost 42 million of views that it has the video on YouTube.
The product to analyze is a shower gel addressed to the masculine sector.
The brand is Old Spice, US manufacturer, property of Procter & Gamble.
Emotion, in the advertisement it’s used in key humor, the use that the men do of their femenine partners shower gel, smelling then as a woman instead of a man.
Core message, in this case “The man your man could smell like“. They want to convey to us that the gel can make smell man to the smell of the ideal man or aspirational, to which women would wish to have with them. A man that invites his partner to a trip in a boat, that gives him tickets to your favourite show or the one who it appear diamonds in his hands.
A great example of creative advertising in which caught our attention in 33 seconds.