Cringe Factor: 10+
Humor Factor: 0
Makes me want to buy the competitor Factor: 10+
So Stayfree in Canada thought they’d learned something from Old Spice and launched a viral campaign (glad it is a virus because it makes me want to heave) for their products. I hate to drive traffic to this campaign at all so I will post a link to an article about it by Hollie Shaw from the Financial Post just to be fair to our readers.
Here’s the gist: a man (that the agency decided you will find so sexy and sweet and romantic that you will forget to have any dignity) is setting up the perfect date for you (according to the agency) and in the middle of the video this same shirtless man starts to talk about the virtues of Stayfree versus the competitor and offers a link to get a free box.
Let me be clear: NO MAN in advertising should be talking about things with wings that don’t fly. I don’t care how evolved we all are I am not cool with this. Why should a man you are dating be an expert in pads??? How creepy!?
It was strategic for Old Spice to recognize that women are doing the shopping for the men in their lives so appealing to them actually made business sense (besides just making a joke). Men will only buy women feminine hygiene products under duress. This just feels like a misdirected copycat.
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