Scent of a Scandal
Weiden+Kennedy’s commercial for Old Spice body wash featured Mustafa in a towel lampooning the macho image of the brand. That over-the top, extremely hilarious ad with its tongue-in-cheek monologue clocked more than 94 million hits on YouTube, 630,0000 Facebook fans, and an estimated 1 billion aggregate impressions in just one week. ‘The Man Your Man Could Smell Like’ Old Spice campaign went on to win the Film Lions Grand Prix at Cannes in 2010. Will we see that kind of smart advertising in India where the message is subtle but hits home?
Hen the ministry of information and broadcasting last month ordered television broadcasters not to broadcast seven “overtly sexual” deodorant ads including that of Addiction Deo, Set Wet Zatak, Wild Stone, Denver, Axe and asked the advertising watchdog, Advertising Standards Council of India (ASCI), to go after these brands for their “indecent, vulgar and suggestive” ads which it said portrayed women as “lustily hankering after men under the influence of such deodorants”, it may have been dismissed as another prudish act of the government. But in the last few years, there has been a spate of suggestive TV commercials for men’s deodorant brands. Each of them have crafted their messages around one theme – spray the deo to catch the attention of the opposite sex.
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