In seeing the ads of Ol
d Spice products over time, a noticeable progression has taken place. In the beginning of Old Spice “manmercials”, the half-man, half-horse character that was created not only enforced male stereotypes, but also tried to convince the viewer it was a smart buy. Following the half-and-half commercials were those featuring Brian Urlacher and LL Cool J that showed the before and after effect of using the product. These depicted that it would transform the user to be manlier. One of the current commercials being shown is of the perfect man, who is shirtless while presenting diamonds and other wonderful things (as you know, he’s on a horse). Not only does this address men, but it also is addressed to women about what the perfect man should be. Another more recent line of commercials is for Old Spice Odor Blocker, which includes an extremely muscular man, telling other males how the product is strong like him. Basically, it’s a ripped man yelling and breaking shit. These commercials are increasingly straying away from the product, and focusing more on male stereotypes. Is this progression effective or beneficial to the product, giving you a stronger desire to buy it? Or has this transition caused the commercials to lose all seriousness and possibly even be just plain annoying?
Or what is your take on the “Axe Effect” commercials? This campaign appears to be selling their product on the basis that it will cause sexy women to act like animals and throw themselves at you.
Axe has produced similar commercials in the past, but their focus in this new campaign is even more clearly the products’ effect on women. For each of their products there is a different part of the campaign. For example, their hair product campaign is called “Axe Hair Crisis Relief”, their shampoo and soap line commercials are called “The Fixers”, and their body spray line follows the “Double Pits to Chesty” move. Each one has a different story line, however they all have one thing in common; each has beautiful women who cannot resist the Axe using male. Whether he smells good, is clean, or has beautiful hair, each product seems to make the male who uses it into a woman magnet. It resorts the women to animal-like behavior, and their only goal is to get their hands on the boy who uses the product. Similar to the Old Spice campaign, it appears that each new ad group is pushing the limit more. When the first ads came out, the women in them would simply cling to the male, or smell him. Now the females in the ad are resorting to animal qualities, bending the males over tables and attacking their hair. While it could be interesting to think about, is such a blunt tactic effective? Does the idea of women flocking to a male affect his psyche in a good way, or does it just make him forget the product because the ad is so over-the-top and ridiculous?
For these two types of manmercials, many questions can be asked. Do women hold men to the standards that are portrayed in the commercials? Is the idea to be the perfect man what truly what motivates men? Do women feel insulted in being portrayed as brainless? Or are these commercials just something funny to make you remember the product?
A final and important point to note is the development of these campaigns. Old Spice is an older brand that has been around for years, yet recently the new Axe products have made Old Spice take a back seat in its own game. So, in an effort to rebirth the Old Spice brand, these new commercials have surfaced to imitate and do one better than the Axe commercials. Due to the competition, each brand is looking for the funny new thing, or the advertisement that will put them to the top. While this produces new products and ads for viewers, it may be starting to go too far in content and number. However, in the end the effectiveness of the ads relies on how you, the viewer, respond. So, are the ads working? Or are the manmercials too much, and the Axe Effect too ridiculous?
Works Referenced
Neff, Jack. "The Battle of the Brands: Old Spice Vs. Axe." 17 Nov. 2008. Web. 17 Apr.
2010.
Although they demonstrate the ridiculousness of modern day commercial advertising, the competition between Axe and Old Spice is entertaining. I do not think these commercials are putting less focus on their product. At the same time, however, I think enforcing male stereotypes has been a key to reaching their target market. I’m assuming that Axe’s target market is middle school-aged young boys. During the middle school age, our bodies basically do a complete 180. Because boys are learning that girls no longer have coodies and actually have the opposite effect, these ads that feature women acting like animals and throwing their selves at men would most likely be the best way to increase product sales. These commercials, although borderline annoying, are definitely fun to watch. The Axe commercials are lame, but I get a kick out the Old Spice ones. The before and after effect ad featuring Brian Urlacher is hilarious. The tactic of showing women resorting to animal-like qualities is effective. Although I do not believe it, if I was young, stupid, and believed whatever I saw, then the Axe commercials would make me buy their product. Are these commercials over-the-top and ridiculous? Absolutely, but that’s what makes them successful.
ReplyDeleteI find these commercials quite ridiculous, but I guess it is a good way to have people recognize their product. Regardless, I would not be purchasing Old Spice and/or Axe because they are for men. In no way do these commercials with the buff men make me more attracted to a guy who uses Axe or Old Spice. Honestly it makes no difference to me as long as he smells good. On the other hand, as ridiculous and corny as these commercials can be, I think they are still effective. The Axe commercials are directed towards teenagers and young adults and I think they do a good job of targeting that audience. I am sure teenage boys going through puberty and that awkward stage watch these commercials and have an appeal to want to use Axe. I mean what teenage boy does not want that hot, sexy older girl to be throwing herself at him. Some of the commercials for Axe make it seem like if you wear it then girls will be chasing after you. In the awkward years of middle school, I think teenage boys will do anything to try and get girls to like them even if that means trying products like Axe. So as ridiculous as these commercials can be they are most definitely effective.
ReplyDeleteI love these ads! I am not the target audience, but they just make me laugh. To me, these ads are really effective because they catch your attention. I think for the most part the ads are for name recognition, I don't know if there is a person that hasn't heard of axe or old spice before. That is major because when a guy is going to buy body spray n sees axe compared to some random brand he's going to pick axe because you think that it is more popular. Obviously, not many people viewing the commercials thinks that they will get a ton of girls and huge muscles, but it makes them laugh. Although, if you think about the youngest of the target audience for these body spray ads (middle school boys) they could actually think that the spray will get them a girlfriend, since they drench themselves in the spray! I think the old spice commercials make young adults want to be as good looking as the men in the commercials and younger boys could actually believe they would be better if they got the body wash or spray. I think the most effective audience is definitely middle school boys, but a lot less effective for teens and young adults. The entertainment value is there, but with teens the effectiveness is definitely not as present.
ReplyDeleteI would have to agree with the above statements that these commercials are quite ridiculous. I personally think some of them are very over the top and don't even help sell the product, which is probably the goal of the advertisements. Commercials are just used for name recognition, which is key in the Axe vs. Old Spice war. Either way, I am not buying the product, because I am a girl, but I think that the commercials are very good for their target audience. When thinking about axe and other body sprays, you have to think of the person who is going to be wearing it. In this case its going to be teenage ( mostly middle school ) boys. When relating to boys, the commercials are great. They are showing the audience that if they wear their product, they are going to get these gorgeous supermodel girls who basically throw themselves at them. What the boys don't realize is how false this is. Yes, If you smell good, girls are more likely to come up to you but that doesn't mean they are going to throw themselves at you. Also, there are very few supermodel-esk girls in the world, so there chances of getting a girl like that is slim to none. So, while the commercials may be good for name recognition, I feel like they really don't help sell the product because they are over the top and misleading for their target audience.
ReplyDeleteI agree with Alex: I may not be the target audience, but I think these commercials are pretty hilarious. They’re completely obscene and mostly have nothing to do with the actual product, but they’re entertaining. And that’s what commercials are supposed to do: entertain while making you remember the brand. Once you watch the commercial enough (and if it’s enjoyable and funny to watch), you’re more likely to buy that product when shopping. I don’t believe though that anyone hold men to the standards shown in these commercials. Honestly, the men in them usually seem pretty nerdy… that is, they’re nerdy UNTIL they use the bodyspray. After they spray, they turn into these virile sex-machine men. And the women that fall for these men don’t make me feel insulted at all. Women have been portrayed as solely sex objects for many years in commercials and, even though it’s not a good thing, I’ve almost become desensitized to over-the -top commercials that are less than respectful. Since the target audience is young boys, hot girls and nerdy-turned-muscley guys speak to the majority of these males and make them want to buy the product so what’s seen in the commercials will happen to them.
ReplyDeleteI as well agree with the above comments that the Ax and Oldspice commercials are ridiculous and unnecessary. They are very unrealistic and portray a silly message. However, these ads do a good job at catching my attention by using humor and funny effects. When I smell it on boys, it doesn’t “turn me on” or think of that boy any higher as the commercials say. It brings back memories of my house scent before I left for school during the middle school age. I have two older brothers, and I was a witness to see how much they drenched their selves with that before school. Boys seem older when they wear cologne, and for my brothers, they were too young to wear nice cologne, so I guess ax did the job as did the commercials. I agree with Brett that it is entertaining to watch Ax and Oldspice compete who has the better commercial and better idea. For instance, if Ax comes out with deodorant and body wash, then Oldspice would advertise it better via television. Like I said before that middle school boys normally don’t wear nice cologne until they are more mature, so I think the most effective audience is meant for middle school boys that would actually use the ax commercials for judgment how the product really works.
ReplyDeleteI think these 'manmercials' do a good job of getting their product names out there. When they use completely out-there themes (like women going animal all over spicers or axers) they don't leave us with the option of easily forgetting their advertisements. Honestly, I don't think the commercials usually affect the male psyche, at least not until he's wearing the product. Then the commercial may act as reassurance that he is 'the man'. Most men care at least some about being 'the man', that perfect guy that everyone looks up to, and these commercials seem to be employing that drive to be the best in their strategy.
ReplyDeleteThere's a reason that only the pubescent, acne-strewn mobs are buying this stuff. That reason would be the ridiculousness that we find in these advertisements. What kind of mature male is going to watch a commercial as out-there as these and think "Wow, that's amazing, maybe I'm gonna get me some of that Lynx effect, I could use a little bit of that right about now," honestly? The manmercials seem a bit much to me, along with the Axe Effect. Still, they amuse me, so I do appreciate them. They're like inside jokes between the advertisers and everyone who doesn't buy their product.
I agree with Brett that the battle between Axe and Old Spice is very entertaining. I think it is funny to see just how over the top and crazy they will make their commercials. I enjoy seeing what is the next crazy thing that they will come up with. I also agree with Kelly that the Axe commercials appeal to teenage boys because it makes them think girls will be all over them. I agree with the writers that these commercials are straying away from actually advertising the product and more toward advertising the people and what the product does for them. But I think that this is very affective to draw in the audience that they are aiming for and to get people to remember their product. I feel like the name recognition and the fact that it is already popular to teenage boys is why boys continue to buy it.
ReplyDeleteI think these commercials are extreme and ridiculous. The Axe Girls commercial doesn't even show the product until the very end. Although, I agree with everyone in saying that they are catchy and unforgettable. I just hope the middle school boys do not actually buy into these images being portrayed. Also, I find Axe to smell horrible, and I find everyone that wears it to smell like they showered in it. However, it's not surprising that the products are so popular since everyone knows the name from these commercials. Plus, I feel like advertisers are successful if they use sexuality to sell their product. It's put best in the comment above stating that the commercials are like inside jokes between the advertisers and everyone who doesn't buy their product.
ReplyDeleteI have to agree with other posts that describe these Axe and Old Spice commercials as being way too over the top. I feel that even young teenagers watch these commercials and know that none of the depictions that go on will really happen to them in real life. I agree with Sarah that often times these types of body sprays are a bridge point for young teenagers who are too young to wear more expensive cologne yet still want to act more “mature” and wear some sort of cologne. To answer some other questions posed in the blog, I do feel that these blunt tactics used in the commercials are effective. Thinking back a few years ago, I can still remember the Axe commercials that had women fighting over mannequins that were covered in Axe, and also girls chasing Axe covered men down grocery store isles. For me to be able to think back and remember these commercials shows just how effective they were at cementing their product in my mind. I don’t feel that the reason men buy these body sprays is to be more like the “perfect man”. Instead if the particular body spray, whether it is Axe or Old Spice, does in fact smell good and you recognize the brand name then I feel like it is likely that the buyer will purchase that product.
ReplyDeleteI think that the Axe body spray commercials are very ridiculous. They are extremely over exaggerated. In my opinion girls will not flock to a guy, as depicted in some of the commercials, no matter how amazing he smelled. The sex appeal used in these commercials is a little disturbing as well. As demonstrated in class, none of the guys wore this product. So it is kind of scary to think that kids in their early teens are the ones responding to this much sex appeal. I think that the younger boys do think that “manly men” use Axe body spray so that is why they use it. I don’t exactly get the Old Spice commercial in the post. Are guys supposed to think that they are like Terry Crews because they use it? I guess I just don’t understand what the point of having a guy yelling at you about Old Spice is, other than maybe to get your attention. But despite the ridiculous nature of these ads, they are popular products among teenage and high school kids. As Kelsey mentioned in class, there was a hallway know as the “axe hallway” in her high school. So whether we use the product or not one had to admit that the commercials do work to some extent.
ReplyDeleteI think that the Axe and Old Spice commercials are made to get a young males attention and entertain them so that they remember the product. Getting people to talk about your commercial because you thought it was funny is free advertising for the company. The goal of an advertisement campaign is to keep the company’s name in the minds of the consumers. The difference between the Axe and Old Spice commercials is that Axe seems to focus more on the sexual aspects of things, where as Old Spice uses more humor to get their message out. Old Spice’s use of the manly man is very humorous to me because the actors are so serious and things that happen are so ridiculous. I can see how a guy would be influenced by those commercials because it gives the impression that real men use their product. The Axe campaign is focused on getting their share of the market to be sucked in by sex. I don’t think that anyone really expects that using their body spray will make them an automatic chick magnet but does give the idea that it couldn’t hurt when it came to getting girls. These commercials, no matter what brand, keep us entertained and have us talking, which is the best way to sell their product.
ReplyDeleteI feel that this advertising scheme is working rather effectively for both products. Considering after personal experience that Axe is a far inferior product, and still manages to make profits in selling their product. I feel this is only because of the commercials that tell prepubescent boys that by applying this spray will increase their chance of becoming friendly with the opposite sex. I find the old spice commercials to be very funny. The older ones contain pro athletes that have reputations for being manly and were very funny. Now, the commercial containing the steroid induced scary man flexing his muscles to be able to talk. I find those to also be affective in just getting the name out. This is all these commercials are trying to do.
ReplyDeleteWhen I take into account that the majority of people buying these products are middle school boys, i can understand the commercials based on the target. Starting with the first new wave of old spice commercials where nerdy kids turn into every middle schoolers dream, I can see how effective these are. Then there's the middle schooler's dreams. Theyre these little guys with raging hormones and the sight of an attractive woman is definitely worth watching. When people are fast forwarding through the television not to watch the commercials, perhaps axe's goal is to get them to catch sight and rewind. As for Old Spice's new commercials, I can't say everyone likes them, but I can say that everybody knows exactly what commercial you are talking about before you have to even begin to describe the powerful yelling black man screaming at us through the tube. As far as I know, middle school hall ways still smell like cheap cologne covered-up boys, and as far as these companies are concerned, theyre pretty happy about that.
ReplyDeleteI love a good ad war. While this Old Spice and Axe competition isn't quite what the Apple vs. Microsoft competition was it is still entertaining. The commercials seek to garner name recognition and that's just what they do, particularly the new odor blocker product. Whether you feel that that the commercial is funny, annoying, or mildly entertaining it grabs attention. There is a very large man screaming at you from the t.v. and that is hard to ignore. Just as attractive women in skimpy clothing is hard to ignore. Whether you are likely to buy the product or not it's hard to ignore those images making these both very successful ads. Of course these ads are ridiculous the more ridiculous the better as far as an ad agency is concerned, anything to get an image to stick with their audience.
ReplyDeleteAs ridiculous as these commercials have come to be, they have also become very popular. Wasn’t this subject of Axe commercials an option because it is one of those things we all know about. I don’t know on the business aspect of to if these commercials are helping the sales, but I think they should continue to go with the themes they have now. Yes some may have revealing girls and weird things such as a horse man but these are the kinds that of things that grab the audience’s attention. I am also unsure of the commercial purpose, obviously Axe wants boys to buy their products but it also seems that the commercials are for pure enjoyment, or maybe just to get the name out of this company. The more popular something is, the more people know about something, the more they want it. So is Axe doing their job in that aspect, I think that they are and that they should continue to do the commercials.
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