Experience Old Spice Invests Youngbloods with Worldliness

We were ready to pan this new campaign by Old Spice but after exploring it a little we realized there was no way in this universe that we could. Experience Old Spice reaches for a younger demographic, but instead of trying to reinvent itself as young and cool like other brands, it positions Old Spice as the brand of choice for men of culture and experience. And who best to tell you what manliness is besides Bruce Campbell, the manly kitsch king who demolishes zombies with chainsaws?

The campaign includes a 50-question test gauging whether you're man or boy. And instead of asking beer-oriented questions while a chick undresses, these are actually pretty tough. Can most 20-something guys tell the difference between a Monet and a Van Gogh? We're sure they'll be able to after this.

Users also have the option to train, a section in the site where other worldly men pass life experience forth. Learn critical skills like how to shake hands like a Siberian and how to read aircraft gauges. Better still, get experiential advice from Bruce Campbell himself.

Oh man. We love this campaign. We just love it. And we hope they expand the effort, as it's the perfect way to reinvigorate the aging brand.

by Angela Natividad    Feb- 5-07   Comments (1)    File: Brands, Good, Online