When it comes to advertising manly products, there seem to be limited approaches to take. Axe (or Lynx, in certain markets) uses sex appeal, as with its falling angels campaign. Gillette likes to get straight to the point with athletes, at least one with a few tricks up his sleeve.
But if they're trying to be funny, they'll be held up to the Isaiah Mustafa Old Spice commercials. But what happens when you run out of manly ideas for your manly products? The temptation is to pay homage to the masterful Mustafa character.
We understand, Old Spice wannabes, but we're begging you — knock it off with the knock-offs.
The latest Edge shave gel commercial, above (forgive the quality; the original we posted has been taken down), just couldn't resist. It's hard to find online because of Edge's lack of a YouTube channel (although it's got a website, a Twitter and a Facebook page — even a Tumblr), the spot seems awfully familiar to Old Spice's campaign.
It is even shot in the same style as the Old Spice commercials; a continuous shot throughout the whole commercial, with changing scenery behind as the confident, manly man strides through doorways connecting "ready rooms" (where men "get stuff done," as the character suggests). He comes off as pretty much the same character as in the Old Spice commercials: confident, intense, swaggering and never breaking focus.
Watching the commercial for the Energizer-owned brand would almost convince you that it was indeed for Old Spice, until the end where a woman hands him a bottle of Edge shave gel. We have to agree with the Twitter comments, below, which complain about the similarities. Edge, it's time for a man-to-brand talk: you don’t need to copy Old Spice's campaign to be successful, buddy.
This isn’t the first commercial, manly or not, to copy this style. About a month ago we noted a DQ commercial which was shot in the same style as the Old Spice campaign, although it was more of a parody.
All we can say is Old Spice must be doing something right here. And other brands need to get over their envy.