# Deadly Deodorant Ads Greg Jennings Gets Stuck in Cement and Lit on Fire in This Old Spice Ad By Jonathon Brown | Published 2013-01-24 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/old-spice-ad References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/11/old-spice-cement/) & [youtu.be](http://youtu.be/_lspmp5OLWs) You can always count on an [Old Spice](https://www.trendhunter.com/trends/swaggy-spice) ad to leave you shaking your head with a smile on your face, as is the case with its latest piece ‘Cement.’ The over-the-top irony of this Old Spice ad is what makes it hilarious. Greg Jennings, a wide receiver for the [Green Bay Packers](https://www.trendhunter.com/trends/phillyhead), is found with his body distorted and half covered in dry cement. As if oblivious to the seriousness of his predicament, he gives a speech about positivity. As he’s clearly in a negative situation, the irony of this Old Spice ad kicks in as he continues his speech. Right as he finishes his motivational talk, a muffler flies off a car from the overpass above him, lands by his feet and ignites! Jennings finishes with another casual talk about perseverance. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 18% | Activity: 54% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### Key Themes Behind This Trend - **Irony-based Advertising:** There is an opportunity for advertisers to use irony to grab viewers' attention and produce memorable content. - **Athlete Endorsements:** Companies can partner with athletes to promote their products and reach wider audiences. - **Humorous Marketing:** Humor can be used as a way to engage consumers and differentiate brands from competitors. ### Where This Applies - **Advertising:** The advertising industry can incorporate irony and humor to drive brand awareness and differentiation. - **Sports Marketing:** Sports teams, leagues, and individual athletes can leverage partnerships with companies to increase revenue and reach new fans. - **Consumer Goods:** Companies that produce consumer goods, like deodorant, can partner with athletes to promote their products through humorous and engaging advertising campaigns. ## Related on Trend Hunter - [Sweat-Reducing Advisers](https://www.trendhunter.com/trends/no-sweat-predictor.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Deodorant Stick Personable Mascots](https://www.trendhunter.com/trends/swaggy-spice.md) - [Streaming Series Deodorants](https://www.trendhunter.com/trends/the-witcher.md) - [Meat Sweat Campaigns](https://www.trendhunter.com/trends/meat-sweat-defense-kit-1.md) - [Odor-Fighting Body Deodorant Ranges](https://www.trendhunter.com/trends/old-spice-total-body-deodorant.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md)