The ever so popular Old Spice commercial…
& its female PARODY!
We all know just how popular the Old Spice commercial has been.. But how did they achieve such a success in their ad? How did they influence consumer behaviour?
Still a little confused after Elaine’s lecture on the different types of influences, so would like to dedicate this blog post on analyzing Old Spice’s success
Affective, Cognitive, Behavioural
Old Spice tapped into the affective component because the entire commercial was very pleasing to the eyes and uplifts the viewers mood: there was the good-looking model, beautiful background and props, diamonds, “tickets to the show you’ve been wanting to see,” beer… and so on– All things the general public would agree on as favorites. Overall it was very uplifting for the mood, pleasing to the eyes, and amusing.
There wasn’t so much of a cognitive part of the commercial, other than the information given that it is a body wash. However, I think the overall commercial made up for it because the entire first 30 seconds was intriguing enough to gain interest from consumers– and then he shows the product clearly and holds it in his hand– that it is a body wash and smells very good– and “your man could be just like him.”
The ad did not incorporate much of the behavioral influence in the ad. Only the female parody had some sort of behavioral component where she says “anything is possible when you read page 3 and imagine I am your lady,” whereas the original male version simply says “anything is possible when your man smells like Old Spice.” Just the simple wording of the “read” made is sound more like a command.
I think the significance of Old Spice’s commercial was how intriguing it was to its viewers and tapped into curiosity of just exactly what product it is!