The Old Spice TV ad “The man your man could smell like” has scooped this year’s Cannes Film Lions Grand Prix. Jury president Mark Tutssel described the ad as “the perfect film – it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet.” The spot was released four months ago on the Old Spice you tube channel:
From a Sound Branding perspective it is an interesting case as Old Spice uses different Sound Branding elements. In the above commercial it is the “Ye ol’ classic whistle” at the end. In a different spot the “P..P..P..P…Power” Sound Branding element is integrated at the end of the commercial:
Now in the latest Spot…..released yesterday, it’s again the “Ye ol’ classic whistle” at the end:
I am not sure whether it’s a regional difference (e.g. UK or USA) or part of the strategy. If anybody from you know more details about the integration of these elements, please let us know.
Anyway, it is a very nice case which shows how Sound Branding can be part of brand communication and how it can be integrated. Different elements can be downloaded at the Old Spice website and therefore increase and extend the impact of the Old Spice brand communication.