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Old Spice Borat Vs. Kazakhstan Old Spice
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Old Spice "Man": Short-Term Laughs, Long-Term Pain?
 
 I disagree with the notion that a "humorous" campaign dilutes the brand - or more specifically, this brand. This campaign has successfully put Old Spice back in the spotlight again -- something a more staid, serious campaign wouldn't have managed. Don't forget that it premiered during the Super Bowl, when it not only started gaining a lot of attention (in a very crowded race) but it has (a rare feat) managed to SUSTAIN that buzz since then! My hat's off to Old Spice and its agency for coming up with a memorable campaign and for keepig it fresh. Not sure if I'll run out and buy Old Spice, but it's certainly a brand I'm more aware of now, and I'll give it a whiff next time I'm in the pharmacy. And, I might add, Mr. Mustafa is a wonderful performer -- I hope this launches his career as an actor! Why shouldn't he benefit? A lot of Hollywood actors got their start in commercials! 
Mick Cormack, Creative Director, MC Squared - July 9, 2010
 
 I don't know about the long-term pain, but I can "kind of" see your point that a funny marekting campaign may attract attention, but not necessarily lead to more sales -- in fact, it could even be off-brand. I think of those Terry Tate Linebacker ads: funny, sure, but I'd be surprised if they actually increased profits. And damned if I can remember which brand they were for!! 
Fiona Bardolph, College student (marketing communications) - July 9, 2010
 
 Let see, with one campaign Old Spice have been able to raise their profile globally to a younger generation, lightly mocking the traditional position of an aftershave and their position as THE original aftershave. It's now acceptable to quote from the campaign amongst friends, and accept a gift of Old Spice, or test it if you see it one the shelf. I think the key is the quoting - people can joke about using Old Spice and it's very cool. 
Ross Crowley, Marketing Grad - July 10, 2010
 
 As has been observed elsewhere, in advertising, humor is the new sex. But as Claude Hopkins noted "Don't lessen respect for yourself or your article by attempting frivolity. People do not patronize a clown… One may gain attention by wearing a fools cap. But he would ruin his selling prospects."I think ad creatives sometimes forget they are salespeople first and entertainers second. In fact, I would go so far to argue that a lot of "creatives" find being a salesperson distasteful, consequently humor is a great disguise for their aims: but not for the audience, for themselves. Look at Interbrand's best global brands list from 2009; in the top 50 there are only two or three that I can ever remember using gags to reinforce the brand. http://www.interbrand.com/best_global_brands.aspxThere is a place for light humor in brand messaging, not so for Old Spice's absurdism. Yet, I would love to know of a brand campaign that saw measurable, long-term results from being silly and absurd. 
Abe Sauer, Brandchannel - July 10, 2010
 
 I can hardly believe this debate is even happening. It is obvious this campaign has successfully repositioned the brand and reclaimed legitimacy for the whole category. 
Tim Johnson, President, Brandwave - July 10, 2010
 
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