Procter Mustafa’s surprise words “I’m on a horse,”;

Procter & Gamble company launched the
advertisement campaign for the Old Spice brand in February 2010 conducted by Wieden & Kennedy agency. They finally come up the name for the campaign: “Smell like a
Man, Man.”  And it began
with the video commercial: “The Man Your Man Could Smell Like.” In the video, Isaiah Mustafa, a former
NFL player, is in a bathroom wearing a towel only and greets “Hello ladies!” in
a confident and musculus voice. He begins
his monologue speech which describes how “anything is possible” when a man uses
Old Spice body wash. Next, he moves
smoothly from the bathroom to a sailboat where he show an oyster which have “two
tickets to that thing you love” instead of a pearl. After that Mustafa holds
his hand and diamonds appear and fall down
from it, and then he claim again that,
“anything is possible when your man smells like Old Spice and not a lady”. At last, the advertisement ends with Mustafa’s
surprise words “I’m on a horse,”; and the camera zooms out to show the viewers
that Mustafa is, in fact, riding a beautiful
white horse. Additionally, the last scene of the video, where Mustafa is
riding a horse and holding the Old Spice wash, become one of the most
well-known print advertisement for the campaign. After the first video advertising,
the agency also launched the following social campaign where Mustafa posted 186
short videos on social medias replying the comments and questions of viewers in
the same style of the first commercial. As
a result, the Old Spice campaign’s agency efficiently
used the three primary aspects of appeal
(ethos, logos, and pathos) to raise public ‘s recognition positively about Old Spice, while in the meantime
helped Old Spice products sale increased significantly for years.

            Initially, ethos is the reputation, character,
or credibility of a specific person, people, culture, or movement. In the case
of Old Spice advertisement campaign, the agency chose Mustafa, who is muscular,
handsome and manly would ensure the credibility as the Old Spice Guy. The action of creating the flow of
diamonds from Old Spice Guy’s hand implies that the Guy is rich, and with the “two tickets to that thing you love” staying inside the white oyster
promote that he can fulfill any lady’s wants. 

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