A Brand Too Strong to Stay in Its Own Ad – NYTimes.com

A NEW commercial featuring Charmin Freshmates, the moist flushable toilet paper, opens with a shot of the product atop the tank of a commode.

“Charmin Freshmates are formulated to clean you better than dry bath tissue,” says a voiceover. “And they —— ”

The head of Terry Crews, the actor and former National Football League player, pops out of the box of Freshmates, as his hand, holding a can of Old Spice body spray, smashes through a wall.

“Old Spice is too powerful to stay in its own commercial!” Mr. Crews says, as the commercial closes with a shot of four Old Spice body spray scents and a slogan for the brand’s newest campaign, “Smell is power.”

Another commercial featuring Bounce dryer bars, a fabric softener that attaches inside dryers and lasts for months, begins with a woman holding a basket of clothes in the laundry room of her suburban home.

“To stop static cling, I put Bounce dryer sheets in every load of laundry,” she says. “It gives my clothes that line-dried —— ”

Mr. Crews crashes through the wall on a Jet Ski.

“Old Spice body spray smells so much like power,” says Mr. Crews, who is shirtless, “it sells itself in other people’s commercials!”

Mr. Crews sniffs the woman’s basket. “You smell like line-dried freshness,” he says, to which she replies, “You smell like power.”

The ads are by the Old Spice agency, Wieden & Kennedy in Portland, Ore., and are directed by Tim Heidecker and Eric Wareheim, of “Tim & Eric Awesome Show, Great Job,” on Adult Swim. The ads will be introduced on Facebook and YouTube on Thursday and on television on Feb. 6.

via A Brand Too Strong to Stay in Its Own Ad – NYTimes.com.

Strange Random Advertising Quote:

“I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes…” – Philip Dusenberry

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Posted on February 1, 2012, in Article and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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