It’s not so much the creativity of Wieden + Kennedy’s new Old Spice ad that demands applause, it’s the brilliance of the promotional idea. W+K’s ambiguous satire is probably lost on its young male audience, the lures, “hair” and “car”, snaring its undiluted attention.
That matters when you’re selling a difficult product. Dry shampoo is a difficult product.
The ad draws attention to Old Spice’s contest in which entrants can win a personalised car bonnet ornament. A contest for Old Spice’s dry shampoo in which entrants can win a car ornament of their own head of hair.
Young men just need to post their headshot with #BreathOfFreshHair and tell Old Spice why they deserve their own hood ornament to win a “trophy” that blends Old Spice’s absurd humour and W+K-induced cool.
The idea is winning fans already:
https://youtu.be/1UY_d4BOMio
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