The Australian Small Business Blog

Wednesday, January 08, 2014

Ad of the Month – Who’s the Target?



by Dr Greg Chapman


A couple of years ago, Old Spice had a big hit with their “I’m on a horse” ad featuring a male hunk sports star. There’s not much doubt about who they were targeting with that ad. However, their new ad is either a little creepy or very clever according to your perspective.



To the young men being followed around by their mothers, it could be seen as creepy, but who is the target? Perhaps the mothers who probably are the only ones who can suggest to their teenage sons that it might be time they start using a deodorant, and the mothers always want to make sure their sons have the best start as they grow up.

And the men to be, are started on an Old Spice habit which might last a lifetime.


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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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1 comment :

Adrienne said...

Ad is aimed directly at teenage boys. Deodorant / after shave ads tell teens – use our product and you’ll have sex with real girls!
More relevant and age appropriate content than using the usual suave looking men and sexy women. Brilliant ad and very funny.

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