Old, but Spicy. - Commercial Critique #5

The Old Spice commercial "Questions" is just another hilarious addition to their campaign. The shot opens on an attractive man in a towel holding Old Spice body wash asking a series of questions such as "Can your man look like me? No.", "Can your man smell like me? Yes." It then cuts to the same man who can smell like adventure, a man who smells like he can bake you a gourmet cake in the kitchen he built with his bare hands, and then lands into a hot tub for 'the best night of your life'. And all of these scenes conveniently feature the man with his shirt off, displaying his 6 pack. This commercial is effective because it leaves the action up to the consumer- namely, the woman. Because even though the man may not look or be able to do all of these things, he can smell like it. At the end of the spot he asks, "So ladies, should your man smell like an Old Spice man? You tell me." I also love his tone of voice throughout the entire commercial. It's a tone of assurance, confidence, and arrogance. It is a tone that assures the woman that she DOES want her man to smell like this without coming out and directly saying it. It makes you think that smelling like an Old Spice man will turn your man into an alpha male. The answer to the question it leaves the woman with can only be yes. This commercial appropriately won a Silver Film Lion Award. Great job, Old Spice.