How Old Spice Advertises on Meta

# Ad summary This ad features actor and comedian Deon Cole, portraying a man who has seemingly lost his Old Spice Fiji deodorant while vacationing in Fiji. The ad cuts to a younger man in a pool using the lost deodorant. Deon confronts him and yells, "Son, that's mine--give it here!" # Brand positioning Old Spice is positioned as a reliable brand for men's grooming products, emphasizing both effectiveness and gentleness on the skin. The brand embraces a humorous tone, often using celebrity spokespeople in absurd scenarios to make its products memorable. The brand aligns with an active, travel-oriented lifestyle, showcasing tropical destinations like Fiji and active use cases like swimming. The brand leans on functional positioning, offering 24/7 sweat protection with the added benefit of gentle skincare, pushing against the norm of purely functional deodorants that may neglect skin health. # Product The featured product is Old Spice Fiji deodorant, designed to provide 24/7 sweat protection while being gentle on the skin. It is shown in stick form, but the ad also highlights that the Fiji scent is available in other forms such as body wash and body spray. The Fiji scent is visually associated with tropical imagery, featuring a beach scene on the packaging. The deodorant is marketed towards men who want effective sweat protection without compromising skin comfort. The ad also implies that the scent is appealing and desirable, as the younger man is seen using the older man's deodorant, highlighting it is worth trying or buying. # Visual style The ad has a bright and clean aesthetic, reminiscent of a sunny vacation. The editing is quick, with cuts timed to coincide with the voiceover and actions. The production quality feels like a polished commercial, aiming for a fun and slightly absurd tone. The pacing is brisk, with cuts occurring approximately every 1-2 seconds. The visuals sync with the audio, emphasizing comedic timing and product highlights. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a man, Deon Cole, relaxing in Fiji, but is visibly distressed. - 00:02–00:03 He laments about losing his Old Spice Fiji deodorant. - 00:04–00:06 He is concerned about the deodorant's gentleness on his skin. - 00:07–00:09 He pauses and inhales, presumably catching a familiar scent. - 00:09–00:11 He notices a younger man in a pool using his deodorant. - 00:11–00:12 He shouts for the younger man to give it back. - 00:12–00:13 The younger man waves goodbye, implying he will not return it.

# Ad summary An advertisement for Old Spice shampoo that shows a bottle of their Velvet Sage & Driftwood shampoo and says it is infused with Vitamin E & Biotin for 24/7 fresh and healthy looking hair. Other varieties of shampoo are also displayed. # Brand positioning Old Spice is presented as a brand that is interested in providing men with grooming products to keep them looking and feeling their best. The advertisement focuses on a line of shampoos that leave hair fresh and healthy looking. The brand occupies a space in the consumer's mind as a provider of products with ingredients such as vitamin E and biotin. # Product The product being advertised is Old Spice shampoo, with a focus on the Velvet Sage & Driftwood scent. The bottle is red on top and fades into a blue geometric pattern on the bottom. The label says it is for "Healthy & Clean Hair" and indicates that it contains no parabens, dyes, or phthalates. Additional scents like Cardamom & Amber Wood, and Yuzu Peel & White Wood are also shown. # Visual style The ad has a clean and polished aesthetic. The background is simple and does not distract from the shampoo bottles, which are brightly lit. The editing is simple, and each shot is displayed for a few seconds. The aesthetic is modern, clean, and polished. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A single bottle of Old Spice shampoo is shown. - 00:02–00:05 The single bottle multiplies into three bottles of Old Spice shampoo in different scents. This shows the consumer that the product comes in various versions. - 00:05–00:06 Brown hair appears on top of the shampoo bottles and bounces around.

# Ad summary An advertisement for Old Spice Swagger deodorant products featuring a parody of the Boyz II Men song 'It's So Hard to Say Goodbye to Yesterday' and how Old Spice helps boys to become men. # Brand positioning Old Spice aims to be the go-to brand for male grooming products, specifically targeting younger men transitioning into adulthood. The brand leans into humor and self-awareness, distancing itself from overly serious or macho marketing. It promotes a playful, confident, and slightly irreverent attitude. Instead of emphasizing hyper-masculinity, Old Spice focuses on helping young men feel fresh and self-assured as they navigate adolescence. It positions itself as a facilitator of this transition, helping boys become men through its products. # Product Old Spice Swagger offers grooming products designed to help young men transition from boyhood to manhood. The ad specifically features the Swagger scent of Cedarwood, highlighting its 24/7 protection and scent intensity. The ad presents both a dry spray and a deodorant stick. The deodorant stick is aluminum-free. The products are marketed as a way to 'Spray Goodbye to Boyhood,' implying that using Old Spice Swagger will help young men feel more confident and mature. # Visual style The ad has a playful, slightly nostalgic visual style that is clean and polished. The editing includes both quick cuts and static shots, with smooth transitions. The production quality feels like a hybrid of UGC and a polished commercial, with saturated colors and bright lighting. The pacing is moderately quick. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a young man reflected in the rearview mirror of a convertible. An Old Spice Swagger spray can is hanging from the mirror. The rearview reflection shows the boy's face as he is driven away. The scene is presented to establish the leaving of a younger version of oneself. - 00:02–00:12 00:02–00:12 Three women on a rooftop sing a parody of Boyz II Men's 'It's So Hard to Say Goodbye to Yesterday.' They perform the song to convey the feeling of mothers saying goodbye to their sons as they embrace manhood. - 00:12–00:14 00:12–00:14 The ad returns to the red convertible driving away. A final shot of Old Spice Swagger dry spray and deodorant with the tagline 'Spray Goodbye to Boyhood' is shown. The combination reinforces the product's role in the journey from boyhood to manhood.

# Ad summary This ad promotes Old Spice Forbidden Woods cologne in partnership with TRIPLE B, also known as Brandon Bryant. Bryant describes the cologne as spiced oud and amber with a warm sensual profile. He suggests that compliments are king in the fragrance world, but the real flex is when people get a little closer without saying anything. He encourages viewers to stop guessing and grab Forbidden Woods because the lab results speak for themselves. # Brand positioning Old Spice is presented as a brand that defies conventional norms, collaborating with influencers like TRIPLE B to reach a new audience. The brand creates fragrances that exude sophistication and sensuality, creating scents that make wearers feel confident and attractive. The brand aims to elevate the experience of smelling good to a signifier of having lived a life full of experiences, attracting the attention of those around you. # Product Old Spice Forbidden Woods cologne is presented as the brand's latest fragrance, designed to make the wearer smell like a boss. It features a blend of spiced oud and amber, creating a warm, sensual profile. This fragrance is for those who want to make a statement without saying a word, drawing people closer through its captivating scent. It conveys the wearer has experience and success in life. The product is designed to offer a way to convey a sense of mystery and depth, making the wearer unforgettable. The cologne is described to provide lab-tested results that speak for themselves. # Visual style This ad has a polished, high-end production quality with quick cuts and smooth transitions. The editing style is upbeat and engaging, with a consistent pace of around 30 cuts per minute. The cuts and product actions are timed to sync with the music and voiceover lines, enhancing the overall viewing experience. The ad also incorporates visual motifs, such as close-up shots of the product and ingredients, and center framing. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Stop guessing & grab Forbidden Woods # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02: TRIPLE B begins by asserting that there's a science to smelling like a boss. This sets the stage by introducing the idea that fragrance isn't just about smelling good, it's about making a powerful impression. - 00:02–00:04 00:02–00:04: A clip of a man examining his armpits is shown, TRIPLE B claims that most guys are failing the lab, indicating that they're not succeeding in the science of smelling good. This creates a sense of need by suggesting that there's a problem that needs to be solved. - 00:04–00:08 00:04–00:08: Bubbles float across the screen with the Old Spice logo appearing, and TRIPLE B announces his partnership with Old Spice to fix the problem of smelling like a boss. This positions Old Spice as the solution to the problem introduced earlier, establishing credibility and authority. - 00:08–00:11 00:08–00:11: Holding up the Old Spice Forbidden Woods cologne, TRIPLE B describes the product as Old Spice's latest cologne. This transitions to the solution by presenting the specific product that will help viewers smell like a boss. - 00:11–00:16 00:11–00:16: Visuals of Spiced Oud, amber, and a fireplace are shown, TRIPLE B describes the cologne as spiced oud and amber with a warm sensual profile. This builds desire by highlighting the appealing qualities of the product. - 00:16–00:19 00:16–00:19: TRIPLE B holds up the cologne and remarks that Old Spice went all in on this one, and he can tell. This serves as an endorsement by emphasizing the quality and effort put into the product. - 00:19–00:26 00:19–00:26: TRIPLE B shares that this is the kind of fragrance that makes people think you've been somewhere, done things, know things, seen things, positioning the cologne as more than just a fragrance, but as a statement of experience and sophistication. - 00:26–00:33 00:26–00:33: TRIPLE B states that compliments are king in the fragrance world, but the real flex is when nobody says anything, they just get a little closer. This highlights the subtle power and allure of the fragrance, suggesting that it speaks for itself. - 00:33–00:42 00:33–00:42: TRIPLE B finishes by suggesting that people already know you've got a story. He then encourages the viewer to stop guessing and grab Forbidden Woods because the lab results speak for themselves, which reinforces the idea that the cologne will enhance their image and attract attention.

# Ad summary The Old Spice ad showcases a Hispanic man who is on his way to meet his girlfriend and thanks Old Spice Legacy deodorant for making him smell so good. His dad asks him where he is going and starts to suspect that he has a girlfriend because he smells good. The ad ends with the son saying you should get Old Spice deodorant because 'In this generation we don't inherit legacy, we build it'. # Brand positioning The Old Spice brand is presented as a solution for men who want to smell good and feel confident, particularly within the context of cultural expectations and family dynamics. The brand aligns with values of self-assurance, building one's own legacy, and appealing to a younger generation. Old Spice is positioned as a modern grooming staple, pushing against the notion of inherited traits and promoting the idea of creating one's own identity and path. While it is not explicitly stated, the brand leans towards an emotional positioning by tapping into feelings of confidence and independence. # Product The featured product is Old Spice Legacy deodorant. It is an aluminum-free deodorant designed for men, providing 24/7 freshness with daily use. The deodorant is presented as a key to smelling good and feeling confident. The packaging is a red container, and the ad uses the tagline 'Confidence is the real legacy & it's smells like this'. The deodorant addresses the need for men to have a reliable grooming product that helps them feel fresh and confident, especially in situations where they want to make a good impression. The ad suggests that Legacy deodorant is worth trying or buying because it not only provides lasting freshness but also helps men build their own legacy. # Visual style The ad has a casual and relatable aesthetic, resembling user-generated content (UGC). It uses a mix of static and quick cuts, with a consistent pace. The production quality is simple, creating a sense of authenticity and accessibility. The editing style is straightforward, primarily focusing on the storytelling. The ad uses medium shots to keep the audience focused on the person in the shot. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action See you should get Old Spice! # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The son states that he needs to hurry because he's going to be late. - 00:03–00:08 00:03–00:08 The son thanks Old Spice Legacy deodorant for making him smell good and holds up the product. - 00:08–00:12 00:08–00:12 The son starts to walk away when his dad asks him in Spanish where he is going. - 00:12–00:15 00:12–00:15 The son hesitantly says he is going to the store. - 00:15–00:19 00:15–00:19 The dad asks why he smells so good in Spanish. - 00:19–00:22 00:19–00:22 The son nervously laughs and says that he doesn't know. - 00:22–00:22 00:22–00:22 The dad asks in Spanish if he has a girlfriend. - 00:23–00:29 00:23–00:29 The son denies having a girlfriend and asks what the good smell is. - 00:30–00:31 00:30–00:31 The dad asks what the smell is. - 00:31–00:34 00:31–00:34 The son replies with Old Spice Legacy deodorant. - 00:35–00:38 00:35–00:38 The dad says it smells good and that he wants one. - 00:39–00:42 00:39–00:42 The son states that in this generation we don't inherit legacy, we build it. - 00:42–00:47 00:42–00:47 The dad tells the son that he should get Old Spice and he replies by saying he liked the one his dad had. - 00:47–00:48 00:47–00:48 The son tells the dad that he shouldn't say that. - 00:49–00:53 00:49–00:53 The ad shows two Old Spice Legacy deodorants with the text, 'Confidence is the real legacy & it's smells like this'. - 00:53–00:56 00:53–00:56 A graphic appears with the text 'Lasting 24/7 freshness with daily use'.

# Ad summary An Old Spice commercial promoting Old Spice products with Mario. It starts off with Mario in space and tells the viewer that Old Spice will help you smell Super! It then displays the Mario Galaxy products and tells the viewer that the new movie will be in theaters on April 5th. # Brand positioning Old Spice is presented as a brand that creates personal care products that help the consumer smell amazing all day long. It is an established brand with a fun and humorous tone. Old Spice aligns with a lifestyle that is active, playful, and confident. Old Spice pushes against the norm of other personal care brands by focusing on humor and unique branding. The brand positioning is functional, with the products designed to keep the consumer smelling fresh and clean. # Product The Old Spice product line consists of body wash, deodorant, and body spray. The products are designed to keep the consumer smelling fresh and clean all day long. The packaging on all of the products features characters from the Super Mario Galaxy movie. The Old Spice Mario Galaxy product line is worth trying or buying because it will keep you smelling "Super." # Visual style The ad has a playful and humorous aesthetic. The editing style is quick, with fast cuts and transitions. The production quality is high-end, with polished visuals and professional sound design. The visual style is consistent throughout the ad, with a focus on bright colors, dynamic movement, and playful imagery. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The advertisement starts with a man in a red shirt with a mustache, dressed like Mario, floating in space. - 00:00–00:03 The man says "Thanks Old Spice. Now I smell Super!" He conveys a sense of gratitude and satisfaction, as if the product has just transformed his scent into something extraordinary. - 00:03–00:05 The ad transitions to a display of the Old Spice Super Mario Galaxy product line.

# Ad summary The ad is for Old Spice deodorant, a collaboration with the Super Mario Galaxy movie. It starts with an astronaut looking out into space, thinking about what astronauts would want to be. He pulls out the Old Spice deodorant stick, and identifies the scent as Cosmic. Then, he says the deodorant allows him to be Mario. The astronaut then morphs into Mario, jumping through a pipe into outer space. The final screen shows several Old Spice products from the collaboration with the text "Sentez Super, 24/7." # Brand positioning The Old Spice brand is presented as fun and culturally relevant, with a touch of humor and irony. The collaboration with the Super Mario Galaxy movie positions Old Spice as a brand that stays current with pop culture trends and appeals to a wide audience, particularly those with nostalgic connections to video games. The brand's association with freshness and confidence remains central, while the playful theme suggests a lighthearted, adventurous spirit. The brand appears to be pushing against traditional norms by associating a male hygiene product with a traditionally childish property like Mario. # Product The featured product is Old Spice deodorant, specifically the limited-edition Cosmic scent, a collaboration with the Super Mario Galaxy movie. It is designed to provide 24/7 freshness, addressing the purchase barrier of odor concerns throughout the day. The deodorant is explicitly mentioned to give the user the feeling of being Mario, implying a boost in confidence and a sense of adventure. The scent intensity is also highlighted on the label. The product is presented as more than just a hygiene item, but as a way to connect with a beloved character and feel 'super'. Other products in the same product line and collaboration are shown on screen as well, including shampoo and body wash. # Visual style The ad has a playful and humorous aesthetic, blending the serious environment of a spaceship with the whimsical elements of the Mario universe. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace throughout the ad. The production quality feels like a polished commercial, enhancing the visual appeal and credibility of the brand. Visual motifs include the recurring presence of the Mario character and elements from the movie, tying the ad together thematically. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 An astronaut is in a spaceship looking out the window at the earth. - 00:02–00:05 The astronaut wonders out loud what all astronauts would like to be. - 00:05–00:09 The astronaut takes out an Old Spice deodorant stick and applies it to his underarm. This is from the astronaut’s point of view with a tone of curiosity, wonder, and slight humor. - 00:09–00:12 The astronaut comments on how the deodorant gives him the feeling of being Mario. This is from the brand’s point of view as it introduces the specific name and benefit of the product. The tone is lighthearted, with a touch of irony. - 00:12–00:18 The astronaut continues by listing attributes of Mario, implying that those are benefits of the deodorant as well. This is from the brand’s point of view as the brand shows the benefits of using this deodorant. The tone is upbeat and energetic, with a hint of humor. - 00:18–00:25 The astronaut then starts to become Mario, and exits the spaceship through a pipe. This continues the narrative and adds a visual twist. It shows that the product is magical and fun. - 00:25–00:30 The ad shows the final screen with the Old Spice products that are part of the collaboration with the Super Mario Galaxy movie.

# Ad summary This Old Spice ad promotes the Cosmic Quest deodorant, which is part of a limited edition collection created in collaboration with The Super Mario Galaxy Movie. In the ad, a man dressed as an astronaut praises the scent and says it makes him want to be Mario. He removes his helmet to reveal a Mario-style mustache, then removes his space suit to reveal a red tank top. He places the deodorant stick under his arm as if applying it and then flies through outer space, wearing a Mario hat. # Brand positioning Old Spice is presented as a men's grooming brand that aligns with confidence and a sense of adventure. The brand embraces a playful, humorous tone, often incorporating unexpected or surreal elements into its advertising. Old Spice appears to target consumers who don't take themselves too seriously and appreciate a brand that deviates from traditional masculine norms, as demonstrated through the partnership with The Super Mario Galaxy Movie. The brand's positioning is functional, emphasizing freshness and scent, while also leveraging emotional appeal through humor and pop culture relevance. # Product The featured product is Old Spice Cosmic Quest deodorant, part of a limited-edition collection tied to "The Super Mario Galaxy Movie." The deodorant promises 24/7 freshness and aims to provide a scent experience so compelling that it makes the user feel like the iconic video game character, Mario. The packaging prominently features Mario, stars, and intergalactic imagery, reinforcing the collaboration. The product addresses the purchase barrier of needing effective and appealing personal grooming products, suggesting it can provide both confidence and a unique sensory experience. The language used positions the deodorant as not just a hygiene product but as an experience that can transport the user into the world of Super Mario. # Visual style The ad has a playful and slightly surreal aesthetic, blending the visual elements of space exploration with the whimsical world of Super Mario. The editing style is quick-cut, with scene changes every few seconds to maintain a fast pace. The production quality has a polished commercial feel, using professional lighting and set design to create a convincing yet humorous environment. The pacing is consistent, with cuts timed to match the rhythm of the voiceover and music. The overall effect is a visually engaging and entertaining ad that captures the brand's tone and targets a broad audience. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 A man in an astronaut suit holds up a stick of Old Spice Cosmic Quest deodorant. He talks about how the scent makes him want to be Mario. - 00:05–00:10 00:05–00:10 He takes off his helmet, revealing a Mario-esque mustache, and removes his space suit to reveal a red tank top. He places the deodorant stick under his arm. - 00:10–00:12 00:10–00:12 He puts on a Mario hat and begins to fly through outer space. - 00:12–00:14 00:12–00:14 An image of Old Spice's limited edition line is shown. It promotes 'The Super Mario Galaxy Movie'.

# Ad summary This ad promotes Old Spice deodorant featuring the Super Mario Galaxy movie collaboration. A man in a space suit setting uses the deodorant. # Brand positioning Old Spice is presented as a brand that embraces collaboration with pop culture phenomenons like the Super Mario Galaxy movie. This positioning aims to capture the attention of a younger demographic and those who appreciate nostalgic references. The brand maintains a playful and humorous tone through the ad's absurd scenario of an astronaut using the deodorant in space, suggesting the brand does not take itself too seriously and is willing to push boundaries. This strategy sets it apart from more traditional grooming brands that might focus solely on functionality or classic masculinity. # Product The featured product is the Old Spice deodorant stick, specifically a limited edition version themed around the Super Mario Galaxy movie. The deodorant stick is red and features imagery of Mario and other characters from the movie, emphasizing the collaboration. The primary function of the deodorant, implied though not explicitly stated, is to provide odor protection and keep the user smelling fresh. The collaboration with the Super Mario Galaxy movie targets fans of the franchise, making the deodorant a collectible item beyond its functional use. The packaging states "Scent intensity," although the specific scent profile is not described. # Visual style The ad has a polished and modern aesthetic, utilizing bright, direct lighting and clear product shots. The editing is quick and efficient, aligning with the fast-paced nature of social media content. The production quality is high, resembling a commercial, which is intended to appeal to a broad audience while maintaining a sense of humor. Visual motifs include product-focused shots and a focus on the astronaut presenter. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a man in a space suit in what appears to be a space station. - 00:00–00:03 The man introduces the new Old Spice, connecting it to the cosmic theme and suggests that it can make the user feel like Mario. - 00:03–00:05 The ad concludes with a display of other products in the line that promotes the Super Mario Galaxy movie. Also shows Mario is in space.

# Ad summary An astronaut promotes the new Old Spice and Super Mario Galaxy Movie collaboration. # Brand positioning Old Spice is a men's grooming brand looking to position itself as fun, adventurous, and culturally relevant through collaborations. The brand aims to break from traditional masculinity by embracing humor and playful campaigns that connect with consumers on an emotional level. By partnering with "The Super Mario Galaxy Movie," Old Spice aligns itself with a sense of nostalgia, adventure, and lightheartedness, appealing to consumers who appreciate brands that don't take themselves too seriously. # Product The ad promotes the Old Spice Cosmic Quest, a deodorant stick and part of The Super Mario Galaxy Movie collaboration. The packaging features an image of Mario with the Old Spice logo. The product promises a scent intensity that is designed to make the user feel like Mario. # Visual style The ad has a polished, commercial feel with a mix of close-up product shots and environmental context. The editing is smooth, with static shots and clear transitions. The production quality is high-end, creating a visually appealing ad. The pacing is consistent. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with an astronaut smelling a deodorant stick. - 00:01–00:03 The astronaut states that the new Old Spice Cosmic Quest makes him want to be Mario, suggesting that the scent is so powerful and appealing that it inspires feelings of adventure and heroism associated with the Super Mario character. This part of the story is told from the astronaut's point of view, who is presented as a relatable figure expressing his desire to embody the qualities of Mario. The tone is humorous and enthusiastic. - 00:03–00:05 The ad transitions to a product shot showcasing the entire collection, emphasizing the variety of products available in the collaboration. This provides a broader view of the product line and reinforces the collaboration with "The Super Mario Galaxy Movie." The tone is promotional, highlighting the availability of multiple products.

# Ad summary An Asian man holds up an Old Spice Mist and states it's preferred over $300 colognes. # Brand positioning Old Spice is portrayed as a high-quality brand that rivals expensive colognes. The positioning is functional, focusing on the quality of the scent. The brand breaks the norm of expensive cologne ads by using a casual, UGC-style format, potentially aiming to reach a younger audience. # Product The advertised product is Old Spice Mist, specifically the Cashmere & Vanilla Wood scent. The ad highlights that this mist is preferred over $300 colognes based on blind consumer testing. This suggests the product offers a premium scent experience at an affordable price. The product is packaged in a cylindrical red bottle with a red cap and product details. # Visual style The ad has a UGC feel, with static shots and simple editing. The production quality suggests it's a hybrid between polished commercial and user-generated content. The aesthetic is clean and bright, with a focus on product visibility. The cuts per minute are low, and the audio-visual sync is straightforward. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with an Asian man holding a bottle of Old Spice Mist and stating a key selling point. - 00:03–00:05 In response, the man provides an addendum to his previous statement.

# Ad summary This ad for Old Spice features an astronaut-like character with a mustache floating in space while wearing a red sleeveless top and dark shorts. The collaboration between Old Spice and the Super Mario Galaxy movie is highlighted, showcasing limited edition products. The ad emphasizes the importance of smelling 'super' with Old Spice. # Brand positioning Old Spice is portrayed as a brand that embraces humor and adventure, aligning with popular culture through its collaboration with the Super Mario Galaxy movie. The brand positions itself as a provider of grooming products that keep you feeling and smelling fresh in any setting, even outer space. This unexpected collaboration aims to capture a younger audience through nostalgia and a sense of fun, while still maintaining its reputation for quality and performance. # Product The ad showcases a limited-edition collection of Old Spice grooming products designed in collaboration with the Super Mario Galaxy movie. These products include body wash, deodorant, and body spray, all featuring Super Mario-themed packaging with bright colors and iconic characters like Mario and Yoshi. The products promise 24/7 freshness, suggesting long-lasting odor protection. The collaboration aims to appeal to fans of the movie, positioning Old Spice as a fun and relevant brand for those who want to 'smell super'. # Visual style The ad has a playful and high-quality feel, blending live-action with animated elements. The editing is smooth with quick cuts, transitioning from the space station interior to the vastness of space. The production quality is polished, lending credibility to the brand. Visual motifs include the astronaut-like character floating in space and the repeated appearance of the Super Mario Galaxy branding. The pacing is moderate, with cuts timed to coincide with key visual and auditory elements. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: An astronaut-like character with a mustache, wearing a red sleeveless top and dark shorts, floats inside a space station. He looks at the camera with a serious expression. This sets a humorous and unexpected scene, suggesting Old Spice can handle any environment, even outer space. - 00:02–00:03 00:02–00:03: The character floats in space surrounded by golden stars with the earth visible. This enhances the humor and absurdity, emphasizing the 'cosmic' aspect of the collaboration. - 00:03–00:07 00:03–00:07: The scene transitions to an array of Old Spice products with Super Mario Galaxy-themed packaging floating in space, alongside the movie title 'Super Mario Galaxy LE FILM'. This explicitly highlights the collaboration and promotes the limited-edition products.

# Ad summary The ad features an astronaut promoting Old Spice's limited-edition Super Mario Galaxy collection. Inside what appears to be a space station, the astronaut applies Old Spice deodorant and remarks on how the scent makes him feel like Mario. Suddenly, he transforms into a mustachioed version of Mario, removes his helmet to reveal the Old Spice deodorant in his underarm, and launches into space, showcasing the full Old Spice product line against a cosmic backdrop. # Brand positioning Old Spice is presented as a fun and confident brand that partners with pop-culture icons to appeal to consumers. The brand aims to occupy a space that defies norms with a sense of adventure and playful confidence. Old Spice aligns with a lifestyle of self-assuredness and humor, pushing against typical grooming brand stereotypes. The brand focuses on emotional positioning, associating its products with feeling confident and 'super.' # Product The featured product is Old Spice's limited-edition Cosmic Quest scent line, which includes deodorant, shampoo, and body wash. In this ad, the deodorant's key feature is its scent, which supposedly provides 24/7 freshness, giving the user the confidence to feel like Super Mario. The product is designed for those who want to feel adventurous, confident, and embrace their inner hero. This product addresses the barrier of feeling ordinary by suggesting it will make users feel 'super.' # Visual style The ad has a polished commercial aesthetic with a blend of realistic and surreal elements. The editing style includes quick cuts and dynamic camera movements, particularly during the transformation sequence. The production quality is high-end, evident in the detailed set design of the space station and the cosmic CGI. The pacing is fast and engaging, aligning with platform trends. Audio-visual sync is evident in moments like the reveal of the product line, which is timed with music and the slogan. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05: An astronaut is inside a space station, looking at the limited edition Old Spice 'Super Mario Galaxy' deodorant. He expresses how the scent gives him the feeling of being Mario, setting a playful and unexpected tone. - 00:05–00:10 00:05–00:10: Transitioning, the astronaut now wears a red t-shirt and puts on a red Super Mario hat. He thanks Old Spice, conveying gratitude and preparing for the next phase of the adventure. - 00:10–00:12 00:10–00:12: The astronaut transforms into a live-action Mario in space. He removes his hat, revealing the deodorant in his underarm and emphasizing the transformation due to Old Spice, adding a humorous twist. - 00:12–00:14 00:12–00:14: The full range of Old Spice Super Mario Galaxy products is displayed against a cosmic backdrop. The slogan 'Sentez Super' and the Super Mario Galaxy logo appear, reinforcing the association and indicating product availability only in cinemas.

# Ad summary This Old Spice ad features a man with a bottle of Swagger body wash who is apparently involved in F1 racing. As he emerges from the shower, he turns into a driver for the Old Spice racing team. When he returns home, he is wearing a business suit. The body wash is marketed as "24/7 race-ready freshness." The ad suggests that using the product prepares you to live life in the fast lane. # Brand positioning Old Spice is presented as a brand that is known for its masculine scents, linking them to feelings of power and confidence. It aligns with a playful, adventurous tone and a lifestyle of success and attractiveness. The brand uses humor to push against the norms of traditional personal care advertising, suggesting that its products provide a transformative experience. The brand positions itself as a provider of high-performance grooming products that enable men to embody a winning lifestyle. # Product The ad features Old Spice Swagger body wash, described as providing a lasting signature scent. It is for men who want to feel fresh and confident all day. The body wash comes in a red bottle with the Old Spice logo and is labeled "Swagger scent of cedarwood." The ad directly addresses the barrier of not feeling fresh throughout the day by suggesting the product provides 24/7 freshness. # Visual style The ad has a polished, commercial aesthetic. It contains quick cuts and smooth transitions. The production quality is high, creating a sense of energy and humor. The pacing is quick, with cuts timed to music beats. The ad uses recurring red color schemes, the Old Spice logo, and the F1 team racing motif to create a unified visual identity. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The camera focuses on a bottle of Old Spice Swagger body wash in a shower, then a man picks it up and addresses the camera, stating he needs the power of Old Spice when he wakes up in last place. - 00:02–00:04 00:02–00:04 The man is shown in a locker room or garage area with a group of Old Spice racing team members, implying that Old Spice gives him a chance to win. - 00:04–00:06 00:04–00:06 Quick cuts of race cars on the track are shown, highlighting that Old Spice is associated with speed, performance, and winning. - 00:06–00:08 00:06–00:08 The man is shown back in front of his house wearing the red Old Spice racing suit, reinforcing his connection to the race team. He claims first place smells good. - 00:08–00:12 00:08–00:12 A woman is shown driving an Old Spice-branded race car. The woman gestures at the man in the racing suit. He then appears walking toward his house in a business suit carrying a briefcase. This implies that the product helps him win both at the track and in his professional life. - 00:12–00:14 00:12–00:14 The Old Spice product is shown again, this time with a 24/7 Race-Ready Freshness banner over it. This reinforces the freshness and feeling of winning.

# Ad summary An Old Spice ad promoting their new Redline Rodeo collection. It features a celebrity race car driver on the fast track to freshness thanks to Old Spice. # Brand positioning Old Spice is presented as a brand that helps men attain and maintain freshness in a humorous and masculine way. The brand aligns with a lifestyle of speed and high performance. The ad does not present a direct comparison to competitors, but the visuals, centered around a race car driver, are more overtly masculine than what is typically seen with other brands in the category. The brand positioning is functional, focusing on performance and freshness. # Product The Old Spice Redline Rodeo collection is a limited edition line of men's grooming products, including deodorant, body wash, and other products. The ad shows all three products. All products are colored red and appear to be named after the Old Spice Redline Rodeo race. The products are designed to keep users fresh throughout the day. The ad conveys that the product is worth trying for its association with high performance and freshness, suggesting that using it will put the user on the 'fast track to freshness'. # Visual style The ad has a polished, commercial aesthetic with fast cuts and dynamic visuals to match the theme of speed. The production quality is high-end, and the editing rhythm is quick, with cuts timed to the music beats. The fast cuts and race car visuals create an exciting and masculine feel, syncing well with the brand's tone. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts with a race car driver driving on a race track, branding the product as cool, masculine, and high performance. - 00:02–00:03 The race car driver's perspective transitions to a hand holding Old Spice Redline Rodeo deodorant, directly linking the product to the 'fast track' and freshness mentioned earlier. - 00:03–00:05 The ad showcases the full Old Spice Redline Rodeo collection (deodorant, body wash, and other products) as the main focus, reinforcing the product line and its benefits.

# Ad summary A buff male influencer discusses how Old Spice Gentleman's Blend deodorant is free of aluminum, dyes and parabens, and smells amazing because of its nature-inspired scent of Blue Agave and Fresh Waterfall. # Brand positioning Old Spice is presented in the ad as a modern, health-conscious brand that combines strong performance with gentle ingredients. The ad pushes against the norm that men must choose between effectiveness and natural or mild formulas. The brand aligns with a lifestyle of feeling fresh and comfortable, and values cutting out what is not needed to keep what matters. The brand positions itself as an upgrade from competitor deodorants. # Product Old Spice Gentleman's Blend deodorant is advertised as free of aluminum, dyes, and parabens. It is intended for anyone who wants to smell great with a nature-inspired scent of Blue Agave and Fresh Waterfall, while still feeling comfortable and fresh. The product is positioned as a gentle alternative to typical deodorants. A USP is that it gives you both a gentle scent and a great one, an upgrade that cuts out what you don't need and keeps what matters. # Visual style The ad has a clean, polished feel due to the bright lighting, simple background, and muscular presenter. The editing rhythm is moderate with static shots, giving the ad a commercial feel. The pacing stays consistent throughout the ad, with cuts timed to the speaker's pauses. The ad appears to be well-produced for social media. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 A shirtless man looks directly at the camera and asks why products always make you choose between smelling great and being gentle. - 00:04–00:06 00:04–00:06 The man pivots to say that that's why he's partnering with Old Spice. - 00:06–00:09 00:06–00:09 He holds up the product and highlights that the Gentleman's Blend deodorant is free of aluminum, dyes and parabens. - 00:10–00:16 00:10–00:16 He notes that it smells amazing, thanks to the nature-inspired scent of Blue Agave and Fresh Waterfall. - 00:16–00:22 00:16–00:22 The man tells viewers to save themselves the stress of choosing between a gentle scent and a great one because Gentleman's Blend gives you both. - 00:22–00:27 00:22–00:27 He calls it the deodorant version of an upgrade that cuts out what you don't need and keeps what matters. - 00:27–00:30 00:27–00:30 He demonstrates applying it to his armpit and highlights that for him, what matters is smelling fresh and feeling comfortable. - 00:30–00:34 00:30–00:34 He tells viewers to feel good, smell good, and cut out everything you don't need with Old Spice Gentleman's Blend.

# Ad summary This ad demonstrates Old Spice Fiji Antiperspirant through humor. It suggests that the deodorant smells so good it has life-altering, spiritual effects. # Brand positioning Old Spice aims to be seen as a fun and reliable brand in the grooming category. In this ad, Old Spice defies traditional beauty norms and competitor behaviors through the use of humor, aligning with a lighthearted, playful, and confident lifestyle. While the ad showcases the Old Spice Fiji Antiperspirant, the brand maintains a consistent image of quality. # Product The ad features Old Spice Fiji Antiperspirant, highlighted for its “amazing yet fresh scents of palm trees and coconut.” The product is for anyone who wants to smell like they are on a tropical vacation. The ad directly addresses the potential purchase barrier of body odor by showcasing a scenario where the product's scent is so appealing that it revitalizes. # Visual style The ad has a UGC feel with a polished commercial look. Quick cuts are used to keep the pace up. Visual motifs include text overlays that are timed with music beats. The pacing is quick. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A woman in a red dress is being aggressively hugged by a man. She screams and is subsequently dropped to the floor. - 00:02–00:03 00:02–00:03 The woman on the floor says, "Oh no." - 00:03–00:04 00:03–00:04 The man on the floor says, "It should have been me." - 00:04–00:07 00:04–00:07 A ghostlike version of the woman says, "The afterlife version of me would like to disclose that I'm partnering with Old Spice." - 00:07–00:07 00:07–00:07 A shot of two Old Spice deodorants on a table. - 00:08–00:11 00:08–00:11 Back to the woman on the floor as the ghostlike version says, "Is this how I go out? Over armpits?" - 00:11–00:13 00:11–00:13 Transition back to the woman in the red dress. She says, "I refuse to go out like that." - 00:13–00:14 00:13–00:14 The woman holds up Old Spice Fiji Antiperspirant. "Old Spice Fiji Antiperspirant." - 00:15–00:18 00:15–00:18 The man is shown applying the Old Spice deodorant. The woman says, "Amazing yet fresh scents of palm trees and coconut." - 00:19–00:22 00:19–00:22 The woman revives from the tropical scents of Old Spice. "Oh, you smell like a tropical vacation." - 00:23–00:26 00:23–00:26 The woman holds the product up again, saying, "Old Spice Fiji Antiperspirant. I saw the light. It smelled like Fiji." - 00:27–00:29 00:27–00:29 A product shot displaying "Lasting 24/7 freshness with daily use".

# Ad summary This Old Spice ad promotes their COSMIC QUEST body wash with a Super Mario Galaxy crossover. It emphasizes smelling "super" and highlights the limited edition nature of the collaboration. # Brand positioning Old Spice is presented as a brand that partners with pop culture phenomena, specifically Super Mario Galaxy. This gives off the impression that Old Spice is trendy and fun. This collaboration defies category norms as it partners with a video game franchise to create a product that allows people to "smell super." # Product The featured product is Old Spice's COSMIC QUEST body wash, a collaboration with Super Mario Galaxy. It is described as a body + face wash, and the bottle notes it as 50% bigger than previous iterations. The scent is called "Scent of Star Showers." Other products shown include COSMIC QUEST deodorant and body spray. The ad attempts to convince the viewer that smelling like the Old Spice x Mario collab is an experience worth trying and buying. # Visual style The ad has a polished aesthetic with bright colors. The editing style features static shots with smooth transitions. The ad's pacing is consistent. The product actions are timed to the music. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The product is revealed floating in space. - 00:02–00:05 00:02–00:05 The ad shows other products from the Old Spice x Mario collab along with the slogan, "Smell Super."

# Ad summary This ad showcases Old Spice's Coastal Vanilla collection, featuring a deodorant and body wash. The ad uses a dynamic water background to highlight the "Coastal" aspect of the product line, emphasizing the refreshing and clean experience. # Brand positioning Old Spice is presented as a modern skincare brand for men, extending beyond traditional scents to offer sophisticated fragrances like Coastal Vanilla. The brand emphasizes the importance of skincare starting in the shower, positioning itself as a provider of quality grooming products that cater to sensitive skin and provide a refreshing experience. This positioning suggests a shift from solely functional products to a focus on self-care and overall skin health. # Product The ad features Old Spice's Coastal Vanilla collection, which includes a skin care deodorant and skin care body wash. The deodorant is designed for sensitive skin fragrance and provides skin tested protection. The body wash is formulated with ingredients like sea salt, vitamin B3, and aloe, offering a refreshing fragrance and gentle skin after fragrance experience. Both products aim to provide a skincare-focused experience with a sophisticated vanilla scent, emphasizing gentle and effective care for men's skin. # Visual style The ad has a polished and clean aesthetic. The editing style is simple and uses static shots with smooth transitions. The production quality is high, resembling a commercial with a focus on clear product presentation. The pacing is consistent and the audio-visual sync is present with the sound effect. Visual motifs include water and coastal elements to emphasize the product's name and scent. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Available at @Target # Point of view - [object Object] # Storyline - 00:00–00:00 The ad opens with a view of a shower, before transitioning to show a white tile background, setting the stage for a clean and refreshing experience. - 00:00–00:01 00:00–00:01: The brand name and logo are displayed above the Old Spice Coastal Vanilla deodorant and body wash products, immediately identifying the brand and product line being advertised. - 00:01–00:02 00:01–00:02: Text appears stating, "SKINCARE STARTS IN THE SHOWER", communicating the product's value proposition for daily skincare within the shower routine. - 00:02–00:05 00:02–00:05: The background transitions to a scene with waves and a rocky landscape, enhancing the "Coastal" theme and visually connecting the product to the scent and refreshing experience. - 00:03–00:05 00:03–00:05: Text appears stating, "Available at Target", providing a clear call to action and purchase location.

# Ad summary This ad for Old Spice's Windborn Collection, featuring the Coastal Vanilla scent, focuses on skincare. The ad highlights the need to care for your skin with products like body wash and deodorant, emphasizing that your skin is your largest organ and deserves attention, just like any other body part you work on in the gym. The influencer presents the Windborn Collection as a key step in skincare, highlighting its moisturizing benefits and appealing scent, making it easy to train hard and take care of your skin. # Brand positioning Old Spice is positioned as a skincare brand that provides body washes and deodorants with moisturizing benefits and sophisticated scents for men who train. The brand addresses the market by noting that it provides products that encourage men to care for their skin and smell good, without the overpowering or basic scents. Old Spice aligns with a lifestyle that balances fitness and grooming, suggesting that caring for your skin is as important as working out at the gym. The brand positions itself as both functional and approachable, making skincare accessible for the everyday man and providing scents that make them feel good. # Product The ad features Old Spice's Windborn Collection Coastal Vanilla Skin Care Body Wash and Deodorant. The body wash contains ingredients like aloe and niacinamide to protect the skin barrier, keeping it feeling hydrated and nourished. The body wash is suitable for normal skin. The Coastal Vanilla scent is highlighted as a go-to option. The products provide skin hydration and a unique fragrance, differentiating them from basic body washes. The deodorant contains shea butter and is dermatologically tested. The body wash is packaged in a 20 fl oz bottle. # Visual style The ad features a blend of UGC-style footage and polished product shots, giving it an authentic feel while maintaining a professional look. The editing style includes quick cuts, especially during the gym montage, to maintain a dynamic pace. The lighting is natural in the home setting but more controlled in the gym and product shots. The pacing is moderate, with variations to match the different environments and messages. The visuals are synced with the voiceover to emphasize key points. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Grab the Old Spice Windborn Collection # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad opens with the creator addressing viewers directly, posing the question of whether they're working on their skin as much as they work out at the gym, suggesting a gap in many men's grooming routines. - 00:02–00:06 He points out that most guys focus on building their biceps but neglect their skin, which he calls their biggest asset. This identifies a key pain point. - 00:07–00:12 He announces his partnership with Old Spice, emphasizing the importance of caring for your skin, which is your largest organ. This serves to introduce the brand. - 00:07–00:12 The ad cuts to a montage of the influencer at the gym, visually reinforcing the fitness aspect and making a distinction between training and caring for your skin. - 00:12–00:22 He emphasizes that skincare starts in the shower and introduces the Windborn Collection, highlighting ingredients like aloe and niacinamide, that protect the skin barrier and keep it feeling hydrated and nourished. - 00:18–00:22 He uses the product in the shower, visually demonstrating its use. - 00:23–00:27 He emphasizes that using the Old Spice Windborn Collection means you're finally giving your skin the hydration it needs, while smelling great. - 00:27–00:29 He reinforces the benefit of smelling fresh by saying that you'll smell like you just stepped off a boat, not a bench press, contrasting the product with the gym. - 00:29–00:31 He reassures the audience that they can train hard and take care of their skin, showcasing both elements. - 00:32–00:34 He reiterates the message that they shouldn't neglect skincare while focusing on fitness. - 00:34–00:40 The ad transitions to a product shot and a call to action to grab the Old Spice Windborn Collection, and he assures the viewer that this is the one. A graphic of the products appears on screen as well.