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Confusing Fragrance Ads

A Strange Old Spice Ad Baffled and Intrigued Viewers During the Grammys

— February 1, 2018 — Marketing
Strange Old Spice ads are the epitome of innovative advertising, but the brand's newest spot baffled and entertained viewers during the 2018 Grammys. The 60-second spot seemed to be pushing new Old Spice fragrances and products, but was hard to understand as the entire commercial was presented in French. There were no subtitles, and the only English text appeared at the end announcing that the company made "scents for men." A subtitled version was released on Old Spice's social media channels right after the TV airing, and this is the version that will continue to be used. The brand hopes to keep the non-subtitled French version a mystery and to preserve the strange experience.

This strange Old Spice ad raises plenty of questions, and is the work of agency Wieden + Kennedy. The idea behind the strange ad was to raise curiosity and chatter on social media. The use of French was designed to parody fancy fragrance ads and to shatter the belief that luxe scents must come from high-end fragrance houses.
Trend Themes
1. Innovative Advertising - The Strange Old Spice ad showcases the potential for innovative advertising that captures viewers' attention and generates curiosity.
2. Social Media Chatter - The use of the non-subtitled French version and the subsequent release of the subtitled version on social media channels highlight the trend of generating online discussions and engagement.
3. Disruptive Fragrance Marketing - By parodying fancy fragrance ads and challenging the belief that luxe scents must come from high-end fragrance houses, Old Spice disrupts the industry by creating a unique and unconventional marketing approach.
Industry Implications
1. Advertising - The Strange Old Spice ad demonstrates the potential for disruptive innovation in the advertising industry.
2. Social Media - The release of the subtitled version on Old Spice's social media channels emphasizes the need for effective social media strategies in the marketing industry.
3. Fragrance - Old Spice disrupts the fragrance industry by challenging traditional marketing approaches and offering a unique perspective on scent advertising.
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