Share This Post

We’ve talked about the Old Spice Guy commercials before, but just recently I saw Axe’s campaign.  You know your meme is famous when your competitor tries to mimic you.
I get where they’re going with this but I don’t think they’ll get the response they want.  The Isaiah Mustafa spots were so wildly popular that the phrase “on a horse” is etched in the minds of millions.  Hell, by this point I think just saying horse immediately makes one thing of the commercials.  It was a great bit and a great campaign.  Isaiah’s character talked to women, to convince them to buy Old Spice for their men.  I think that is key.  Axe spends a lot of time marketing mysoginistically directly to men and treating women as objects.  Old Spice spent their time telling women that their man could smell better, and telling men that they could smell more like a man, without putting either gender down.
So, good luck to Axe — I hope you can come out with your own internet sensation, though I very much doubt you will.  And good luck to Old Spice as well:  they didn’t seem to sign an exclusivity contract with Isaiah, and now he’s apparently shilling for Microsoft and Windows 7, using nearly the same persona he did before.
By the way Old Spice, Isaiah > Ray Lewis.  Just sayin’.

More To Explore

Current360 Bad Logo Remix

Time To Update Your Logo

Logos aren’t your brand, but they do represent it. As such, if your brand changes, your logo probably should, too. That aside, there are other

LEE CLOW Current360

Advertising’s Art Director Guru

Lee Clow is the genius behind a number of memorable campaigns that leave most of us in the industry wishing we could match just one

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more