In a bold move to refresh its brand image, Old Spice has introduced Ray Lewis, the renowned linebacker for the Baltimore Ravens, as its new spokesperson. Lewis takes over from the beloved Isaiah Mustafa, who became a household name through his memorable and quirky advertising campaigns. The latest commercial, crafted by the creative team at Wieden + Kennedy, showcases Lewis in a humorous and fantastical light, reinforcing Old Spice’s signature style of over-the-top marketing.
The Commercial Unveiled
In this new advertisement, Lewis confidently declares that he doesn’t indulge in “fantasy football.” Instead, he emphasizes that he plays “for-real football,” which he insists requires “hard work, a pinch of luck, body muscles, some salt,” and, of course, Old Spice’s “Swagger” body wash. The ad escalates quickly as Lewis dramatically hops onto a rocket-powered raven, takes flight into space, and ends up blowing up Saturn with a colossal laser beam. This outlandish visual is a clear nod to the brand’s commitment to entertaining its audience while promoting its products.
Public Reactions
The response to Lewis’s debut has been mixed. Critics have noted that while Lewis brings a certain charm, he may not quite match the unique appeal of Mustafa. Katla McGlynn from the Huffington Post comments that Lewis’s “powers of seduction don’t quite measure up” to his predecessor but acknowledges the spectacle of him soaring through space on a jet-powered raven. Tim Nudd at Adweek shares a similar sentiment, suggesting that the real star of the ad is the “robotic, jet-powered, laser-blasting space raven,” which he describes as “fairly epic.” This highlights the engaging and imaginative elements that Old Spice ads are known for.
Old Spice’s Marketing Strategy
Old Spice continues to push the boundaries of humor and creativity in advertising. By pairing a sports icon like Ray Lewis with outrageous scenarios, the brand aims to capture the attention of a diverse audience, appealing to both football fans and those who appreciate a good laugh. The blend of celebrity endorsement and whimsical storytelling is a hallmark of Old Spice’s approach, ensuring that their campaigns remain fresh and memorable.
Looking Ahead
As Old Spice embarks on this new chapter with Ray Lewis at the helm, it will be interesting to see how the brand evolves and whether it can maintain its comedic edge while resonating with its target audience. The challenge will be to find the balance between innovation and consistency, ensuring that the essence of Old Spice remains intact while attracting new fans.
