A Pegasus-like horse-plus-man guy is hanging out in the shower talking about how he’s two things at once. It’s a creepy video ad, topped only by a creepier website that loops his voice.
I present you with the “double-impact” campaign for Old Spice’s Red Zone Body Wash Moisturizer. It’s based on the laziest marketing proposition ever: Trying to distinguish a product as being “two things in once” is like launching a car that appeals to “emotion and logic.” We haven’t heard that before.
It’s not unique, ownable or differentiating, and it’s made worse by the painfully dull and awkward creative… Not funny, somewhat disgusting, and memorable only in how freaky it is.
We give it the “WillVideoforFood Worst Video Campaign of 2008″ award. I dare you to top it. Old Spice would have been better off maintaining its positioning as your grandfather’s deodorant.
And you have to love that the URL from the ad (which caught my eye on The Onion)…
That says a lot about the agency’s confidence in its banner redirect technology, doesn’t it? I dare the agency responsible for this to raise its hand. Anyone? Anyone?