old spice

Media Language:

•Colour

•Type of shot

•Angle

•Focus

•Depth of field

•Mise-en-scene

•Realism?

•Narrative?

•Use of text/copy

•Font design/size

•Layout

Representation:

• DRCAGES/places/themes/ideas/messages

•Who/What/Where is seen?

•How are they represented?

About the brand 

·      Male grooming brands from P&G

·      Launched for men 

·      Who want power to seep into their very pores

·      Scent to last 8 hours

·      Average work day

·      Hydrating formula leaves the skin smooth 

·      Campaign created by agency weiden and Kennedy 

·      Edulcates womon on how their man could smell 

·      Targets male audience 

·      Old spice was getting dated 

·      Older people used to have it 

·      Wanted to attract new young customers 

Launch 

·      It launched in 2010

·      Got 11 million views 

Impact of the campaign 

·      105 million YouTube views on the campaigned

·      1.2 billion earned media impressions

·      2700% increase in twitter followers 

·      800%increase in Facebook fan interaction

·      Most views sponsored YouTube channel

·      Managed to become more successful 

·      Changed the mindset of its younger target audience 

·      Expanded to other products due to immense success 

·      Spoke directly to the audience in a humorous way