Become One of the Freshest Places on Earth with the Old Spice Campaign
Meghan Young — June 24, 2011 — Marketing
References: wk & ibelieveinadv
Isiah Mustafa's Old Spice campaign is back and this time it is in a playful print ad form. Although Mustafa's charming and suave nature stole people's hearts in the commercials, these Old Spice print ads surely will continue his ultimate man legacy in a more surreal and magical manner.
Conceived and executed by Portland-based ad agency Wieden + Kennedy, the Old Spice print ad campaign illustrates the paradises that each new deodorant was made to smell like: Matterhorn, Fiji and Komodo. With the tagline, 'Become one of the freshest places on earth,' Mustafa seems to have taken that sentiment a bit to the extreme.
The Old Spice print ad campaign was art directed and copywritten by Craig Allen and Eric Kallman, and photographed by Hugh Kretschmer. Unfortunately, there is no word on who did the illustrations.
Conceived and executed by Portland-based ad agency Wieden + Kennedy, the Old Spice print ad campaign illustrates the paradises that each new deodorant was made to smell like: Matterhorn, Fiji and Komodo. With the tagline, 'Become one of the freshest places on earth,' Mustafa seems to have taken that sentiment a bit to the extreme.
The Old Spice print ad campaign was art directed and copywritten by Craig Allen and Eric Kallman, and photographed by Hugh Kretschmer. Unfortunately, there is no word on who did the illustrations.
Trend Themes
1. Playful Advertising - Creating surreal and magical print ads to capture consumers' attention.
2. Scent-marketing - Using scents to market and differentiate products.
3. Brand Image Reinforcement - Leveraging advertising to reinforce the brand image and legacy.
Industry Implications
1. Fragrance Industry - Innovating to create unique and exotic scents that stand out from competitors.
2. Advertising Industry - Experimenting with creative ways to capture and retain consumers' attention through multimedia campaigns.
3. Fashion Industry - Exploring the use of different media platforms for promoting clothes/accessories through effective marketing campaigns.
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