Posted by Abe Sauer on May 10, 2011 10:00 AM
One month ago, we called the new Dairy Queen campaign the "The Old Spice Campaign Your Dairy Queen Ad Could Smell Like." One commenter said the comparison was "base and thoughtless" and that he did not see the comparison at all.
Well, two more Old Spice Dairy Queen ads have popped up (watch above and below). Who's on a horse now?
Kittens in bubbles? Towel ninjas? Debonair rakes with self-aware, "ironic" mustaches as spokesmen? Banish any doubt that Dairy Queen is testing the waters of Old Spice Guy absurdity.
Sure, the Dairy Queen guy ads are clearly derivitive of the Old Spice ones but that does not mean they aren't good, or popular. (Just look at Avatar.) Dairy Queen's ads have received overwhelmingly positive feedback, even while audiences are clearly not the inspiration.
What the Dairy Queen ads demonstrate is how the public regards reinterpretation of the Old Spice guy and what they identify as flat-out rip-offs.
As we noted recently, Edge shaving gel has also found inspiration in the Old Spice Guy's method (and success). But its version has not received the welcoming of the Dairy Queen version, possibly because Edge was "inspired" a little too closely.
More about: Dairy Queen, Old Spice, Edge Gel, Advertising, Humor
Senior .NET DeveloperInterbrandNew York, NY, USA
ConsultantInterbrand Mexico City, Mexico
Senior Consultant, Strategy - AnalyticsInterbrand New York, NY, USA
Verbal Identity ConsultantPlanned Parenthood SoutheastCologne, Germany
view all jobs...
View all conferences...
Airlines, Alcohol, Automotive, Beauty, Beverages, Branded Entertainment, Design, Corporate Citizenship, Entertainment, Fashion, Financial, Food, Healthcare, Luxury, Media, Mobile, Non-Profit, Pharma, Product Placement, Retail, Sports, Sustainability, Tech, 2012 Olympics
Send us story ideas:firstname.lastname@example.org