ADVERTISING & MARKETING - OLD SPICE


This campaign has been used by the brand Old Spice to widen their audience, reaching to a younger male target market. By changing their marketing campaign the brand is helping itself adapt to a more modern world. This has been presented through the use of an abstract advertisement, with multiple details creating a busy looking scene. Within the poster, it shows a male model who automatically draws in the audiences main attention. Then, from this further details are explored. The Old Spice model appears to be wearing a beach with his head blending into a volcano; this is hence presented to the audience as almost humorous due to the posters unrealistic traits. This aspect of the advertisement helps to pitch their product to the younger audience as this follows more typical conventions of advertisements which are aimed at this younger male audience.

 The brand has used a desirable, paradise-like setting for this poster. This is linking to the brands 'Fresher Places' advertisement, using a very visual representation of a fresher place. Similarly, the light colours used in the poster help to create a warm and summery theme, this being natural enticing for the reader. The desirable setting which Old Spice has created makes their advertisements stand out, especially when printed in larger formats for billboards for instance. 

The model used in this advertisement has become an almost brand ambassador for Old Spice. The age of this model fits well with the changes which the brand is going through, as by reaching out to a younger audience the target market needs to be represented by the brands ambassador, therefore fitting into a similar age group. By using this specific model the audience can relate to the setting shown in the advertisement, creating the imaginary impression that customers can have the masculinity and confidence shown by the brand ambassador in the advertisement. For example, on the far left of the poster, a figure is shown fishing, however not with the reality of a fish instead with a shark. This gives connotations of strength and courage, hence implying that if the audience wears Old Spice then they too will have these same characteristics. 

All elements within this Old Spice advertisement create a visual metaphor, using the paradise-like scene to represent the Old Spice product. This can also be seen within the text edited on top of the image, 'OLD SPICE BAHAMAS SCENT COMES FROM AN ANTI-PERSPIRATION MINE IN THE BAHAMAS. THIS FACT HAS NOT BE FACT CHECKED.' Here the brand has used a humorous approach to their advertisement, claiming the fact that their products scent has come from a mine in the Bahamas - this sarcasm helping to lighten the approach of the whole campaign. 

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