So the Cannes Advertising Awards 2010 have come and gannes (It rhymes with Cannes. Get it? Nevermind…). Now we all know how I feel about awards generally but Cannes has taken to putting a lot more importance on actual effective advertising. Y’know, the stuff of purpose, of innovation…
Of course, that doesn’t stop them from slobbering over the more standard fair. By now, you may have heard about the Old Spice “The Man Your Man Could Smell Like” campaign. No? Well, here’s a quick refresher…
“I’m on a horse.” Oh, me.
And here’s the recently released sequel…
Now these are good ads but they’re not GREAT ads. There’s just a little something missing from them. A little sophistication maybe. A little indisputable fact that makes me want to actually buy the product. And having said that, here are the ads that made me laugh my ass off for 10 minutes non-stop…also courtesy of Old Spice.
And yet, I still won’t buy Old Spice…because it’s OLD SPICE. It’s like the punchline to a dozen jokes, including this gem from Bill Maher:
New Rule: Old Spice will never be hip. Old Spice has introduced OS fragrance for men. Yes, that same great scent from 1938, now in a spray bottle. Yeah, because that’s what chicks dig—guys who smell like the uncle who molested them. OS: Like the men who wear it…a little too familiar.
Yeah. The ads are entertaining but the association still lingers…a lot like Old Spice twenty minutes after the dude wearing it leaves the room. Women won’t buy it either… And that’s why I think Old Spice misses the mark. Sure it won awards but that I’ll say it agannes (still nothing? Ok…): it’s not powerful enough to compel me to buy it. Make me laugh but make me buy it…or you’ve just made me laugh.