Who thought this commercial could sell deodorant?
I would love to sit in on one of these planning meetings, just to hear how the creatives describe such a high level of randomness in English words.
Alas, this category of advertising (call it ‘deliberately bad’) has a point: to be so dumb (so, so dumb, for real) that it burns through our collective subconscious on a crash course for the water cooler. The goal is to get remembered – a task that has become infinitely more difficult due to a general influx of competitive products and a soggy, commercially over-saturated public. But at what cost?
Does Old Spice, a brand that has built such strong equity, risk more than necessary by stooping so low to “get remembered?”
The takeaway? Perhaps it is indicative of our own collective stupidity that advertisers, with increasing frequency, rely on the shock-treatment to cut through the fat of our memories, casting side relevant and practical information in the process.