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.