# Comical Masculine Scent Ads These Old Spice Commercials Show Men Claiming Power Through Scent By Riley von Niessen | Published 2016-07-05 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/old-spice-commercial References: [adweek](http://www.adweek.com/adfreak/2-new-old-spice-guys-kick-hilariously-weird-smell-em-whos-boss-campaign-172263) & [youtube](https://www.youtube.com/channel/UC3V6vcmjv20XJcK80g5K5ow) Old Spice commercials are known for the brand's ability to appeal to its consumers in a way that's both [humorous and effective](https://www.trendhunter.com/trends/mens-wearhouse) -- previously proven by its ads which feature a suave horse-riding man. In a recent campaign, the [men's hygiene brand](https://www.trendhunter.com/trends/smells-like-a-date) released a series of short commercials that feature the message 'Smell 'Em Who's Boss.' A total of four ads have been released for the campaign so far. The 'Five Year Plan' shows a man in a prestigious corporate job interview smelling his Old Spice deodorant as he's asked questions. After doing so, he and his interviewer recoil into their suits and switch places, with the Old Spice commercial showing it's user placed into a position of power with the help of its product. 'Innocent' shows the same actor in an interrogation room, with the ad revealing him behind a strange soap-covered piano. With the help of his [Old Spice soap](https://www.trendhunter.com/trends/moist-humor), he unlawfully convinces the police that he's not guilty. With exaggerated themes and ridiculous plots, the Old Spice commercials are leveraged by the viral nature of the content, reaching more consumers and therefore leading to more sales. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 50% | Activity: 45% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### What's Driving This Trend - **Humorous Advertising Campaigns:** Brands can leverage humor in their ad campaigns to appeal to consumers and make their products more memorable. - **Scent-based Marketing:** Companies can focus on emphasizing the scent of their products to create a more immersive and memorable experience for customers. - **Viral Advertising Content:** Brands can create advertising content that is entertaining and shareable, leveraging the power of social media to reach a broader audience. ### Who This Affects Most - **Personal Care Products:** Companies in the personal care industry can leverage humorous or viral marketing strategies to create more brand awareness and more sales opportunities. - **Men's Fashion:** Brands can focus on scent-based marketing to create a more distinctive brand image and appeal to consumers looking for unique and memorable products. - **Entertainment:** Entertainment companies can leverage humorous or viral advertising campaigns to promote new releases or generate interest in existing content. ## Related on Trend Hunter - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Deodorant Stick Personable Mascots](https://www.trendhunter.com/trends/swaggy-spice.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Streaming Series Deodorants](https://www.trendhunter.com/trends/the-witcher.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Seasonally Scented Body Care](https://www.trendhunter.com/trends/old-spice-holidudes.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)