Proctor & Gamble has released two Old Spice co-branded commercials, which, for the first time ever, promote two of the company's brands in the same ad. The first commercial promotes Old Spice and Bounce, while the other promotes Old Spice and Charmin.
Developed by Wieden + Kennedy and directed by Tim Heidecker and Eric Wareheim of Tim and Eric, the amusing Old Spice co-branded ads were created for the body spray's 'Smell is Power' campaign. In the first spot (shown here), a soft-spoken woman is presenting the Bounce Dryer Bar, when suddenly Terry Crews, the popular Old Spice spokesman, crashes into the room on a jet ski. He screams, "Old Spice is so powerful, it sells itself in other people’s commercials!"
The other commercial follows a similar story line but promotes P&G's Charmin toilet paper -- watch it here.
What's Driving This Trend
- Co-branded Advertising
- Opportunity for companies to collaborate and promote multiple brands in the same ad, increasing visibility and cross-selling potential.
- Humorous Marketing Campaigns
- Creating amusing and entertaining ads can capture consumer attention and differentiate a brand from competitors.
- Product Integration
- Opportunity to strategically incorporate different products into advertising campaigns to showcase their compatibility and create unexpected associations.
Who This Affects Most
- Consumer Goods
- Companies in the consumer goods industry can explore co-branded advertising to promote related products and increase sales.
- Advertising and Marketing
- Advertising agencies and marketing professionals can leverage humorous marketing campaigns to engage audiences and strengthen brand relationships.
- Media and Entertainment
- Media and entertainment companies can benefit from integrating products into their content as a way to generate additional revenue streams and enhance viewer experience.
