Old Spice is the brand you want your brand to smell like. Let’s jump in the Wayback Machine and see how they got there.
1957 – Elvis. Chevrolet Bel-Airs. And Old-Spice… “From the laboratories of Shulton.”
1967?– Not sure what year this is, but we’d guess ’66-’67. It’s wild! Swingin’! And makes us want to drink tequila even more than usual!
1971 – “If you’re a bespectacled dork, and you like to stalk sailors…Old Spice.”
1978 – Meanwhile across the pond, Old Spice becomes an iconic…surf brand?
1978 – And on this side of the pond, you can almost hear the drunken meeting between Research and Creative: “Girls like it. Order another round and bill the client.”
1983 – Old Spice Is Not For You. Yeesh.
1990 – We’re out of ideas! Dust off the Sailor!
2000-something – Bruce Campbell! Now we’re getting somewhere. Check out the ship in the background.
2010 – The one you’ve been waiting for. They even get the YouTube “More Info” copy right: “We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.” See? That’s called “understanding the conversation.” People are clicking through to see you – so be the brand you want your brand to smell like the entire time. Jet fighters and punching, gentle readers. Jet fighters and punching. Great, great stuff.