Old Spice Creative Brief

For this assignment, the class was tasked with creatively describing the target audience and insight for the 2010 commercial “The Man Your Man Could Smell Like”.

“Old spice plays on the traditional roles of masculinity making the brand a symbol of confidence and attractiveness. Men watching this ad may be conscious of their physical appearance and lifestyle and be motivated to try a product that aligns with their desired lifestyle. The man watching this commercial is the same one who gambles money he doesn’t have at a casino just to show off. Women watching this commercial fall into the fantasy that a man using this product will provide her with a certain lifestyle. Women watching this commercial want a man who will provide for her and make her feel special. The man in the commercial is a symbol of masculinity and power that men strive to be and women strive to be with.”

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Concepting Assignment