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Punching Perfume Ads

The Old Spice Pure Man Scent Campaign is Made for the Guy's Guy

— October 11, 2012 — Marketing
The Old Spice Pure Man Scent ad campaign shows that this cologne packs quite the punch. That's because, as it is stated right in the tag line, it is made for the manliest of men. From the biker to the boxer and the mechanic, this is a body spray that will appeal to guys who are not one bit afraid of their masculinity. Instead, they want to flaunt it with style.

Conceived and executed by Proximity, an ad agency based in Santiago, Chile, the Old Spice Pure Man Scent ad campaign was art directed by Rodrigo Portales and Alexis Ávalos with creative direction by Fernando Cuevas and Marcelo Con. The hilarious and straightforward images were shot and retouched by photography studio Bside. They essentially show an arm busting out of the can.
Trend Themes
1. Masculinity-driven Marketing - Opportunity to capitalize on the growing trend of targeting male consumers with products that emphasize traditional masculinity.
2. Humorous and Straightforward Advertising - Disruptive innovation opportunity for ad agencies to create funny and straightforward ad campaigns that capture audience attention.
3. Visual Storytelling - Opportunity to utilize visually striking images to communicate brand messages and engage consumers in a powerful way.
Industry Implications
1. Fragrance Industry - Disruptive innovation opportunity for fragrance brands to develop scents specifically targeting men who embrace their masculinity.
2. Advertising Industry - Opportunity for ad agencies to explore creative and humorous approaches to connect with consumers and promote products effectively.
3. Photography Industry - Disruptive innovation opportunity for photography studios to create visually captivating images that enhance brand storytelling.
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