The Old Spice Guy

Someone had to do it!

He is the epitome of everything a woman supposedly should want in a man – a beautiful chiselled body, athletic and tough like a man, but at the same time, he is a ladies man, romantic and chivalrous. He does these things so well that he’s on a whole other level in an almost divine way. The message that he sends to his ladies here is that their average men could also build up to be as manly as he by wearing the Old Spice scents. That way, the men will now smell like the Old Spice guy and be like “the man your man could smell like”.

It’s interesting how these commercials target the men initially through the ladies. It basically taps into men’s insecurities through women’s expectations on what a real man should be like which has been socially constructed over time.

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3 Responses to The Old Spice Guy

  1. greasatron says:

    Interesting enough, its even debatable if these are qualities all women are looking for. This, like many other things I’ve been seeing in pop culture, rely on tired stereotypes of masculinity and femininity. Funny commercial though…

  2. popagranda says:

    Hahaha! I’ve heard about these commercials but this is the first time I’ve seen one (no- I don’t live in a cave). Am I the only one that sees these as forming (at least in part) a humorous critique of the conventions of men’s beauty-product advertising?

    The contemporary convention is to dress-up products that are essentially gender-neutral in their chemical composition in hyper-masculine packaging and advertising campaigns. I think that that actor’s exaggerated voice and the sheer volume of masculine stereotypes he walks through in 30 seconds attempt to satirize the mens beauty industry, and might be an attempt to move the Old Spice brand’s targeted demographic towards men who also see commercial masculinity in a different way.
    The “new man as narcissist ” model might be a good way to unpack what is going on in this hilarious ad.
    I think the observation about the add speaking to what women want is great. It speaks to the idea that men watch and regulate other men through hetero normative practices. In this regard it is acceptable to ’emasculate’ yourself by caring about how you smell, as long as you are doing it for a woman.

  3. tiamercedes says:

    It totally is debatable! I think if anything, the Old Spice guy commercials parodies what women THINK they want. Honestly, when I actually step back and think about what I would want in a man, to be with someone who even slightly embodies the Old Spice guy would make me feel… submissive, to put it bluntly, which would further establish that femininity and masculinity stereotypes.

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