Terry Crews, the star of one of the first viral Old Spice commercials -- the 'Odor Blocker' campaign launched last year -- is back in the latest Old Spice 'Smell is Power' campaign.
The Old Spice 'Smell is Power' campaign promotes the brand's new scent, Danger Zone, which is used in a new line of body spray, body wash and deodorant. Referred to as "the scent of courage," the Danger Zone smell was created for young men to inspire confidence and power -- hence the tagline "smell is power."
The Smell is Power campaign, created by the Wieden + Kennedy, includes two commercials, one of which is shown here. In this video spot, called 'Blown Mind,' Crews says that Old Spice's body spray will make you feel so powerful, it will blow your mind "right in front of your face." Not one to disappoint, his brain floats out of his head and subsequently explodes while he watches.
What's Driving This Trend
- Viral Marketing Campaigns
- Opportunity for brands to create attention-grabbing, shareable content that generates buzz and brand awareness.
- Scent-driven Marketing
- Incorporating scent as a powerful tool to evoke emotions and memories in marketing campaigns.
- Confidence and Power Products
- Creating products that instill a sense of confidence and power in young men, aligning with the desire to boost self-assurance.
Who This Affects Most
- Advertising and Marketing
- Opportunity to leverage viral marketing campaigns to reach and engage target audiences effectively.
- Fragrance and Cosmetics
- Advancing scent-driven marketing strategies to enhance product appeal and create unique brand experiences.
- Personal Care and Grooming
- Developing confidence and power products that cater to the needs and aspirations of young men, offering a competitive edge in the market.
