The Old Spice commercials are different than other commercials because of their irony. They are in fact a sort of anti-advertising, because they exaggerate the effects of their products. The audience fully understands that these commercials are not telling the truth, so by advertising fake effects it is almost reversing the message point entirely. Why would this work?
The rhetoric of Old Spice catches the audience's attention. Consumers recognize that these commercials are not intended to be serious. This campaign works because the extra serious tone creates a humorous response. Also, the special effects help in setting this chain apart. Because of the rhetorical tone and irony of these commercials, they have become widely known.
A last important factor in the success of these ads is the face of Old Spice: Terry Crews. He was a guest star on many popular shows, one of which being My Wife and Kids. The ad execs in charge of creating these commercials knew that in order to connect with their target audience, young to middle aged men, they would have to choose a relatable figure. Terry Crews is a well known, comical, and muscularly built guy. Men respond to him as the Old Spice spokesperson because he is a very masculine actor altogether.
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