/*note: This was written mid June, but got forgotten in the draft pile. Still relevant i think. Enjoy /*
Today I want to talk about something that I’ve been following for the past couple months. There’s an ongoing battle happening right this minute: It’s the war of the spokesperson. You see, ever since the Old Spice guy emerged from the abyss of Mont Coolness, he made every writer and A.D. in the business giggle like little boy band groupie. (no offense to boy bands and groupies)
Since last year, everybody rolled out a witty, cool, smart or dorky spokesperson. Some are good, some look alike, and some just need to retire.
The most blatant examples are definitely Dairy Queen and Edge Shave gel. Now before I go in on them I just want to say: imitation is a good form of flattery, but only if you know what you’re doing.
Does DQ and Edge Shave gel have the same spokesperson, or I need to change my glasses? Wait, maybe they just did their research and came out with the same profile for the characters? I find it weird.
I have to admit that the first DQ executions were “pretty lame” ( in Jack Black’s voice). I understand though, it was awkward being you while trying to get a new image copied from somewhere else. But you recovered pretty well with you last execution.
Actually, I commend you on that one.
I understand that DQ’s good isn’t good enough. I ask you to simply put your money where your mouth is, and produce witty, creative ads so good that “they’re ridiculous”.
On another note, I think Edge just needs to retire their character. I mean seriously. First of all, you like the DQ guy’s less funny little brother. And that’s not funny. What happened? The idea and the message is cool but the delivery not so much. A bit more research would have been cool. (was looking to insert the commercial here, but i can’t find it online with good resolution)
Here’s a screen shot:
I just thought of something, remember that one other Old spice guy? The one they tried to introduce earlier this year? Here:
What happened to him? If you ask me, i think they found out what DQ and Edge were doing and swiftly removed this guy from the market.Why? All three of them look alike (clothing + speech + charisma), the flow of the commercial is very similar (edge + old spice). This just got “weirder”.I just want to point out the efforts of the “best spokesperson in world”, the Nation Wide insurance guy. He’s pretty cool, funny, and in a class of his own. Not a “manly man” compare to what the others are trying to portray, but more like an everyday guy who knows what he’s talking about and most importantly down to earth. I think that’s why he’s the clear winner. Nobody wants to be him (not sure. I could be wrong here) but anybody can relate to him. In my opinion, that’s where your brand needs to be.
In a world where people are trying to have their commercials “swagger” jack the look and smell of the old spice campaign, I salute Nation Wide for having their own scent. (“swagger”, “scent” get it?)