You’ve probably seen this but Old Spice is bringing it with their new ads. Everyone is scrambling to mimic Old Spice’s witty, humorous ads & success. A couple years ago, AXE & their “sex sells” ads owned the marketplace but Old Spice took a big risk betting that humor could win. It worked and now everyone is scrambling to mimic their humorous, witty ads.
It’s not hard to figure out why they’re doing so well. Ladies love humor. Moms, wives and sisters all love going to Target (count them male / female ratio next time you’re in target, let alone in the cosmetics area) and they’re the ones who are doing the vast majority of the deodorant buying. Anyone can sell with sex, but selling with humor takes talent.