Old Spice Context Question
How has the context of this Old Spice advert shaped what we see in the design? This Old Spice advert was released in 2010 as part of the company’s total rebrand, shifting from its previous 40+ target demographic to a younger, 18-34 mainstream audience as its previous customers aged out of its intended consumer base. The campaign represents a departure from Old Spice’s past branding, shifting to a fresher, more modern marketing style through representations of a tropical island and clear skies - this setting has connotations of getting away, perhaps representing the brand’s shedding of its old identity. In its current state, the brand often leans into stereotypical “macho” representations, using irony and humour to set itself apart from other fragrance brands - this is shown through the use of many humourous elements in this advert, from Isaiah Mustafa forming the island the advert is set on to the shark hanging from the fishing rod on his ear. By including these elements, Old Spice are...