SMELL. BETTER. THAN. YOURSELF.***********

“Smell. Better. Than. Yourself.” ß This is the tagline for the Old Spice campaign.

Old Spice gets the attention of young males [their clientele/subjects]– through a sarcastic, Anchorman-like comedic script. Which seems normal & relevant --- since that is who uses their "smell-better" body wash[the cultural object in this situation].

Yet there is a clever twist on the Old Spice commercials – THEY ARE GEARED TOWARDS FEMALES AS WELL.

http://www.youtube.com/watch?v=uLTIowBF0kE

........ Seems odd – MEN’s Deodorant --- focused on FEMALE Shoppers, but --- clever. Definitely psychology & economics driving this advertisement campaign. .............

Common Cultural Assumption #1: Woman do the shopping. The economic power, lies in the women’s wallets. So Old Spice honed in on that assumption. They used a big, burly, no shirt, deep voiced man to get the women’s attention. Which leads to ---

Common Cultural Assumption #2: All women wish their men were big, burly, & adventurous. Old Spice guy has a six pack. He balances on a log, does some carpentry, rides a motorcycle, & is fearless as he jumps from a waterfall. Numerous signs that he, in fact, is the ultimate 'man.'

Common Cultural Assumption #3: ….yet he must be sensitive, caring, and appreciative. The Old Spice guy asks how the ladies are doing. He bakes a cake, tells her she’s beautiful, knows yoga, and wants to show her the best night of her life. Again, more signs.

Common Cultural Assumption #4: Normal men aren’t like this. So most woman feel they married or are dating an Average Joe – and not the True Man of her Dreams.

Common Cultural Assumptions #5: Semi- amusing comercial – aiming these ads towards young frat guys / sorority girls / bar hoppers ...etc. And assumes all young people are shallow, over-sexual, status-driven beings.

Women: YOUR MAN CAN SMELL BETTER THAN HIS TRUE, BORING, AVERAGE SELF. So lame. But I do love that smell......

Men: YOU DON’T HAVE A CHANCE – W/O OLD SPICE.***********