When you think of Old Spice, there are two things that come to mind- their over bearing deodorant smell, and of course their hilarious and effective ad’s. The ad’s that were released at the beginning of the NFL season were nothing but a continuation of the already great series of old spice commercials. Wieden + Kennedy definitely knocked it out of the ballpark. These ad’s were aimed at evoking consumer emotions- such emotions include surprise as well as joy (surprised that NFL players use and love old spice, and happiness and joy that you can be like them by using the same deodorant). 
In my opinion Old Spice did a great job creating a clear channel of communication to consumers of its products through these types of ads. Their terminal values are thoroughly expressed no matter the length of the ad, being anywhere from 5 seconds to 30 seconds-these values include smelling good and living a fulfilled life. Which is only tribute to the fact that these ad’s are able to convey so much while being so simple. Furthermore, Old Spice is able to connect with a new consumer group- identifying with the NFL and thus with all of its fans, ranging from all ages and types of people, who envy these sports stars such as Wes Welker and Jerod Mayo as celebrities and more so role model’s.
Sources:
http://www.adweek.com/news/advertising-branding/ad-day-old-spice-perfects-stupid-funny-parody-jingle-nfl-spots-152196
http://a.fastcompany.net/multisite_files/fastcompany/imagecache/inline-large/inline/2013/09/3016834-inline-i-2-old-spice-nfl-bar-soap.jpg
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