While watching TV today, the now-classic Old Spice commercial featuring its well-built mascot came on. As I was watching, it occurred to me that this commercial had entered into the realm of popular culture simply by being an ad; there were Youtube videos parodying it and countless commentaries done by other Youtubers. How did Old Spice get their ad to be so popular?
Old Spice used humor to get the watcher's attention and affection, and used the ridiculous environment around the mascot to create a mindset of awe and wonder. Finally, the commercial tells you that, while you can never be him, you can at least be like him by buying their product.
Old Spice is effectively using lovemarks to advertise a culture around their product, rather than advertise the actual product. They say that you can become one of these confident, hunky, good-smelling people by using Old Spice, and it is effective because of the way they use humor to get the viewer on their side.
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