In this blog post I’m referring to the OldSpice’s hilarious commercial and sometimes even funnier video responses they produced. Although the marketing campaign was mostly recognized by online community as something cool, innovative and fun, there was lots of skepticism in the marketing industry about this campaign bringing any meaningful results in form of increased company profit.
We now know that this campaign indeed was a complete marketing success, earning OldSpice an impressive 107% increase in sales (which when we’re talking about a brand of this size is truly remarkable number). But what leasons can we take home from their success?
Well, first of all let’s examine the transcript of the commercial:
The Man Your Man Could Smell Like
Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me. Look down, back up, where are you? You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.
Already at the 2nd word, even the experienced marketers could say they did a terrible mistake speaking to the wrong audience. We now know this wasn’t true. It obviously captures guy’s attention and boosts their egos, making them wish they were him. The sentence continues and slowly but effectively prepares us for the humor.
The text continues with first hilarious and memorable quote “Sadly, he isn’t me”. A marketer could say they just offended their targeted audience, but reality is, the male audience sees themselves in this guy, regardless of their physical appearance. They continue with the first mention of their product. Please note they did not say anything good about their product. They didn’t really “advertise” the product. They just throw it in there, like it’s completely natural part of the “spoof”.
They continue with repeating the theme from the start of the commercial, followed by introduction of parody of female romance stereotypes. The parody continues through the commercial until we hit the final memorable quote – “I’m on a horse”.
The punchline is something that appealed extremely well to the internet audience since it gives the commercial a very strong factor of randomness, while staying on topic of parody. If you look at the modern internet memes, you will see that randomness is extremely well performing “form of humor” on the web.
So what did we learn?
- Don’t take your business too seriously. Humor sells… It sells really well!
- Random humor is good for internet audience.
- Personal video responses are well accepted.
- You can advertise your product without actually saying anything good about it.