Okay, we have a winner in the “Most Difficult to Watch Commercial” competition for the month of May. It’s the latest obnoxious “BO blocker” spot for Old Spice Odor Blocker Body Wash.
A body building type clad only in workout shorts delivers a screaming monotone at the camera about how tough the product is. In the course of the “action” he pounds some superimposed image, then kicks off the top of a hokey little skyscraper model, for some reason.
It’s hard to listen to the Kro-Magnon macho, especially at that level. (And never more than the spot’s ending, when he “sings” – more or less to the tune of the famous Old Spice jingle – “ba ba ba ba ba ba pow-er.”
And it’s equally hard to watch the hideously overdeveloped muscles in his chest and biceps alternately twitching.
I don’t know, perhaps women would think he was somehow “hunky” rather than an overbearing moron character he plays. But the target is men. And sorry, maybe I’m suffering a testosterone deficiency or something, but I have zero desire to look like, act like, or emulate him in any way.
Old Spice has been fighting to update its image and appear relevant to today’s young men. If this spot accomplishes that, I’m just sad, that’s all.