Make a Smellmitment: Difference between revisions
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Has internet meme status due to virality |
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{{Short description|Old Spice advertising campaign}} |
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{{merge|The Man Your Man Could Smell Like|discuss=Talk:Make a Smellmitment#Proposed merge with The Man Your Man Could Smell Like|date=December 2015}} |
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{{Multiple issues| |
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{{Overly detailed|date=August 2021}} |
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{{More citations needed|date=August 2021}} |
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{{Primary sources|date=August 2021}} |
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}} |
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[[File:Old_Spice_2015_ad_campaign_title.png|right|thumb|Advertisement ending screen as appeared on "And So It Begins"]] |
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'''Make a Smellmitment'''<ref>{{cite web|last= Wieden+Kennedy|title = Old Spice Make a Smellmitment|url = http://www.wk.com/campaign/make_a_smellmitment|website = Wieden+Kennedy|accessdate = 13 November 2015}}</ref> is an advertising campaign created by [[Wieden+Kennedy]] for [[Old Spice]] in the United States. The campaign is preceded by "[[The Man Your Man Could Smell Like]]", which was a television advertising campaign by Wieden+Kennedy for Old Spice. |
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| ⚫ | The "Make a Smellmitment" campaign retains much of the format from the previous campaign including its characters played by [[Isaiah Mustafa]] and [[Terry Crews]].<ref name="adweek.com">{{cite web|last1 = Monllos|first1 = Kristina|title = Terry Crews and Isaiah Mustafa Are Now Battling for the Hearts of Old Spice Fans The brand's best pitchmen, together at last|url = http://www.adweek.com/news/advertising-branding/terry-crews-interrupts-isaiah-mustafa-old-spices-overstuffed-new-campaign-166264|website = Adweek| date=6 August 2015 |accessdate = 13 November 2015}}</ref> The content of the new campaign ads also consist of character monologues during long single shots while engaging in random activities and addressing the female audience. This advertising campaign markets Old Spice's "Bearglove" body wash and "Timber" bar soap. Mustafa's character (referred to as the "Old Spice Man")<ref>{{cite web |last=Wieden+Kennedy |title = Old Spice Make a Smellmitment|url = http://www.wk.com/campaign/make_a_smellmitment|website = Wieden+Kennedy|accessdate = 13 November 2015}}</ref> continues to target women despite marketing hygiene products for men as it was determined that women often buy household products for men.{{Citation needed|date=August 2021}} Crews also reprised his Old Spice character that targets the male audience. |
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==Initial Commercials== |
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The initial commercial, titled “And So It Begins”, lasts 1:02 minutes and was released on August 6, 2015. The commercial was created by Jason Bagley and Craig Allen of Wieden+Kennedy Portland and directed by Tom Kuntz.<ref name="adweek.com"/> The commercial opens with a monologue by Isaiah Mustafa talking to the female audience about their men and embracing nature.<ref name="Old"/> In one shot, Mustafa moves from a bathroom to a forest to a jewelry store before moving to a canoe and being interrupted by Terry Crews who projectiles out of the water. The two men acknowledge appearing together in a commercial at the same time with the exchange “Guess who?”, “It’s you”, “it’s me, goodbye!” Crews stomps on the canoe, catapulting Mustafa out of the frame and screams “use Bearglove!” He continues screaming as he moves to a kitchen followed by the top of an erupting volcano and finally riding a motorcycle with five more of him and a tiger. To end the commercial, the motorcycle crashes into Mustafa’s head as he says “stop it” and the camera closes in on the two products being held up Crews and Mustafa respectively side by side. After 3 months of being released, the video on Old Spice’s YouTube channel has garnered 11.6 million views and 53,000 likes on YouTube.<ref name="Old"/> On September 14, 2015, 2 months after the release of the initial commercial, a complimentary video titled “Make a Smellmitment: Behind The Scenes”<ref>{{cite web| title=Make a Smellmitment: Behind The Scenes |url = https://www.youtube.com/watch?v=X12MxvqhTd4|website = YouTube|accessdate = 13 November 2015}}</ref> was uploaded on Old Spice’s YouTube channel featuring Crews and Mustafa discussing the new campaign. Crews mentions that he knew there would be collaboration with Isaiah Mustafa eventually following constant demand from the public to have the two actors work together for Old Spice commercials. Crews also admits that he believed his role would be similar to Mustafa’s as a smooth-talking ladies’ man yet was surprised to find out his character would be much different. Mustafa comments on how Crews’ commercials are seen as better for some because his commercials are directed at men. Terry Crews agrees by describing his character as rough and spicy while Mustafa’s character is smooth and sweet. He goes on to say that the two characters ultimately complement each other. The video then has the signature ending of the campaign as the two men hold up Timber and Bearglove products side by side pointing at them. |
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The theme of the campaign focuses on the contrast between the smooth-talking monologues by Mustafa and screaming Crews interrupting each other as they advertise Old Spice Timber and Bearglove respectively.<ref name="adweek.com" /> The commercials usually end with the two men each holding up their respective products side by side and pointing at them with Crews repeatedly yelling "Bearglove!" and Mustafa eventually saying "stop it".<ref name="adweek.com" /> |
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==Interruption== |
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| ⚫ | On August 13, 2015, the second video of the campaign was uploaded to Old |
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== |
==Commercials== |
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The initial commercial, titled "And So It Begins", lasts 1:02 minutes and was released on August 6, 2015. The commercial was created by Jason Bagley and Craig Allen of Wieden+Kennedy Portland and directed by Tom Kuntz.<ref name="adweek.com" /> The commercial opens with a monologue by Isaiah Mustafa talking to the female audience about their men and embracing nature.<ref name="Old">{{cite web |title=Old Spice - And So It Begins |url=https://www.youtube.com/watch?v=y_hWeN249fs |accessdate=13 November 2015 |website=YouTube}}</ref> In one shot, Mustafa moves from a bathroom to a forest to a jewelry store before moving to a canoe and being interrupted by Terry Crews who projectiles out of the water. The two men acknowledge appearing together in a commercial at the same time with the exchange "Guess who?", "It's you", "it's me, goodbye!" Crews stomps on the canoe, catapulting Mustafa out of the frame and screams "Don't use Timber, use Bearglove!" He continues screaming as he moves to a kitchen followed by the top of an erupting volcano and finally riding a motorcycle with five more of him and a tiger. To end the commercial, the motorcycle crashes into Mustafa's head as he says "stop it" and the camera closes in on the two products being held up Crews and Mustafa respectively side by side. |
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* [[The Man Your Man Could Smell Like]] |
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Three months after its release, the video on Old Spice's YouTube channel had received 11.6 million views and 53,000 likes on YouTube.<ref name="Old" /> On September 14, 2015, a complementary video titled "Make a Smellmitment: Behind The Scenes"<ref>{{cite web| title=Make a Smellmitment: Behind The Scenes |url = https://www.youtube.com/watch?v=X12MxvqhTd4|website = YouTube|accessdate = 13 November 2015}}</ref> was uploaded on Old Spice's YouTube channel featuring Crews and Mustafa discussing the new campaign. |
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| ⚫ | On August 13, 2015, the second video of the campaign was uploaded to Old Spice's YouTube channel, titled "Interruption".<ref name="Interrupt">{{cite web| title=Interruption - Old Spice|url = https://www.youtube.com/watch?v=TYcRax9ntZI|website = YouTube|accessdate = 13 November 2015}}</ref> Mustafa opened with a monologue about using Old Spice Swagger and Crews suddenly appeared to interrupt Mustafa and scream "Bearglove!". The commercial takes place in a fancy hall with Mustafa in the middle of the frame while multiple miniature images of Crews appear on the borders of the screen yelling "Bearglove!" The commercial ends with the familiar shot of Crews screaming "Bearglove!" and Mustafa saying "stop it". The two men hold up the Old Spice products side by side but this time Crews blocks the product Mustafa is holding up with his own product.<ref name="Interrupt" /> |
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== References == |
== References == |
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{{Reflist}} |
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<references /> |
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[[Category:Procter & Gamble]] |
[[Category:Procter & Gamble]] |
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[[Category:Advertising campaigns]] |
[[Category:Advertising campaigns]] |
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[[Category:American advertising slogans]] |
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[[Category:2015 quotations]] |
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[[Category:Wieden+Kennedy]] |
[[Category:Wieden+Kennedy]] |
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[[Category:Internet memes]] |
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[[Category:Internet memes introduced in 2015]] |
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Latest revision as of 17:04, 22 November 2024
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Make a Smellmitment[1] is an advertising campaign created by Wieden+Kennedy for Old Spice in the United States. The campaign is preceded by "The Man Your Man Could Smell Like", which was a television advertising campaign by Wieden+Kennedy for Old Spice.
The "Make a Smellmitment" campaign retains much of the format from the previous campaign including its characters played by Isaiah Mustafa and Terry Crews.[2] The content of the new campaign ads also consist of character monologues during long single shots while engaging in random activities and addressing the female audience. This advertising campaign markets Old Spice's "Bearglove" body wash and "Timber" bar soap. Mustafa's character (referred to as the "Old Spice Man")[3] continues to target women despite marketing hygiene products for men as it was determined that women often buy household products for men.[citation needed] Crews also reprised his Old Spice character that targets the male audience.
The theme of the campaign focuses on the contrast between the smooth-talking monologues by Mustafa and screaming Crews interrupting each other as they advertise Old Spice Timber and Bearglove respectively.[2] The commercials usually end with the two men each holding up their respective products side by side and pointing at them with Crews repeatedly yelling "Bearglove!" and Mustafa eventually saying "stop it".[2]
Commercials
[edit]The initial commercial, titled "And So It Begins", lasts 1:02 minutes and was released on August 6, 2015. The commercial was created by Jason Bagley and Craig Allen of Wieden+Kennedy Portland and directed by Tom Kuntz.[2] The commercial opens with a monologue by Isaiah Mustafa talking to the female audience about their men and embracing nature.[4] In one shot, Mustafa moves from a bathroom to a forest to a jewelry store before moving to a canoe and being interrupted by Terry Crews who projectiles out of the water. The two men acknowledge appearing together in a commercial at the same time with the exchange "Guess who?", "It's you", "it's me, goodbye!" Crews stomps on the canoe, catapulting Mustafa out of the frame and screams "Don't use Timber, use Bearglove!" He continues screaming as he moves to a kitchen followed by the top of an erupting volcano and finally riding a motorcycle with five more of him and a tiger. To end the commercial, the motorcycle crashes into Mustafa's head as he says "stop it" and the camera closes in on the two products being held up Crews and Mustafa respectively side by side.
Three months after its release, the video on Old Spice's YouTube channel had received 11.6 million views and 53,000 likes on YouTube.[4] On September 14, 2015, a complementary video titled "Make a Smellmitment: Behind The Scenes"[5] was uploaded on Old Spice's YouTube channel featuring Crews and Mustafa discussing the new campaign.
On August 13, 2015, the second video of the campaign was uploaded to Old Spice's YouTube channel, titled "Interruption".[6] Mustafa opened with a monologue about using Old Spice Swagger and Crews suddenly appeared to interrupt Mustafa and scream "Bearglove!". The commercial takes place in a fancy hall with Mustafa in the middle of the frame while multiple miniature images of Crews appear on the borders of the screen yelling "Bearglove!" The commercial ends with the familiar shot of Crews screaming "Bearglove!" and Mustafa saying "stop it". The two men hold up the Old Spice products side by side but this time Crews blocks the product Mustafa is holding up with his own product.[6]
References
[edit]- ^ Wieden+Kennedy. "Old Spice Make a Smellmitment". Wieden+Kennedy. Retrieved 13 November 2015.
- ^ a b c d Monllos, Kristina (6 August 2015). "Terry Crews and Isaiah Mustafa Are Now Battling for the Hearts of Old Spice Fans The brand's best pitchmen, together at last". Adweek. Retrieved 13 November 2015.
- ^ Wieden+Kennedy. "Old Spice Make a Smellmitment". Wieden+Kennedy. Retrieved 13 November 2015.
- ^ a b "Old Spice - And So It Begins". YouTube. Retrieved 13 November 2015.
- ^ "Make a Smellmitment: Behind The Scenes". YouTube. Retrieved 13 November 2015.
- ^ a b "Interruption - Old Spice". YouTube. Retrieved 13 November 2015.