![]() Brock Babcock, post engineer Whitney Fromholtz, producer. Vince Renaud, music record engineer Graeme Gibson, composition engineer Zack Blackstone, music engineer assistant Derick Cobden, record coordinator. Credits Creative Directors Matt Sorrell, Ashley Davis-Marshall Art Director Robbie Rane Executive Producer Endy Hedman Producer Byron T. ![]() Music Record Warehouse Studio and GGRP Productions, Vancouver. Brad Neely, composer/arranger Sara Matarazzo, producer Abbey Hickman, assistant producer. Arielle David, head of production Sue Troyan, executive producer Adam Reeb, producer Ben Sposato, coordinator Tim Davies, creative director/Flame lead Steve Anderson, shoot supervisor Meng-Yang Lu, 3D lead Mike Di Nocco, 3D artist John Price, Lisa Ryan, Margolit Steiner, Scott Wilson, Jale Parson, Edward Black, Steve Cokonis, Tara De Marco, Tim Robbins and Dag Ivarsory, 2D artists. Jim Hutchins, editor Patrick O’Leary, assistant editor Jane Hutchins, post producer. ![]() Shot on location in and around Auckland, New Zealand. Steve Ayson, director Ryley Brown, DP, Emma Wilcockson, executive producer Mark Hall, line production. Susan Hoffman and Joe Staples, executive creative directors Craig Allen and Jason Bagley, creative directors Justine Armour and David Povill, copywriters Ruth Bellotti, art director Linsday Reed, senior producer Ben Grylewicz, head of production. Consumer sites like (spin.ph) also went into detailed analysis of its plot.Client Old Spice. It was named one of the top 3 commercials of the year by industry trade press (). The video hit over 13 million views on YouTube. And judging by the campaign’s expansive popularity. Measured against the high-production-value ads on TV, they allow for a nice little side-by-side comparison of audience reception. The campaign was also supported on Facebook with a promo asking followers to share what other dangers they think The Smell that Never Dies can survive. The Old Spice videos are a particularly instructive case, since, for journalistic purposes, they essentially lack content they’re marketing messages, not news. Two 6 seconders, one of the product rising out of a snake’s mouth, and one of the product surviving the apocalypse, were release on YouTube and Facebook. Two 15-second cutdowns were also released for TV, Facebook and YouTube. Marketers from Kraft Heinz to Applebees have embraced retro in recent months to captivate consumers with emotional connections to the decade. The film was posted on YouTube and Facebook. The hero has several deadly encounters which he survives thanks to Old Spice. Old Spice launched the campaign with The Smell that Never Dies, a short film with a sexy signature song and an often shirtless hero inspired by James Bond’s opening credits sequences. Given this cultural context and Old Spice's brand of absurdity, the team saw an opportunity to dramatize just how long lasting Old Spice’s scent through the story of an undying hero. Filipinos feel pressured to always smell good all the time - especially men. Instead of saying someone doesn't smell good, they'll that someone smells like they've been sweating under the sun too long (amoy araw, amoy pawis). For example, instead of saying someone smells fresh, they'll say someone smells newly bathed (amoy bagong ligo). ![]() When Filipinos describe someone's smell, there’s an accompanying judgement of that person. Describe the strategyįilipino culture is a culture obsessed with scents and smells. And the scent of his Old Spice Refresh Body Spray survives every ninja attack and every meteor crash right along with him. A Pinoy super spy with a super power: he never dies. And he had to have a smell that was just as immortal: The Smell that Never Dies. So to be the Filipino Old Spice man for our time, he had to be unkillable. The Old Spice Man has always been the man you wish your man was. Nor Deadpool, nor Batman, nor many of the heroes Thanos vaporized. These days, a hero doesn’t just defy death. How could the brand make the Old Spice humor work for the Philippines? Describe the creative idea Customers can request refunds directly from Old Spice and Secret via online inquiries, or may contact customer service at 88 during weekday business hours. But when Old Spice Philippines previously tried to replicate those ads, they were met with a lukewarm response. Despite not being a market leader, Filipinos know and like Old Spice thanks to the absurdist American ads starring Isaiah Mustafa.
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