Old Spice: When We Come Together

 Noella Bamigbola

In Old Spice’s newest campaign, they brought together its most notable cleaning/air freshening/personal care products to the forefront: Bounty, Mr. Clean, Febreze, Olay, Charmin, and Head & Shoulders. This ad debuted in the Super Bowl 2020 and was the company’s first ever interactive Super Bowl ad. When people went to the Old Spice website, they were able to pick between different scenarios taking place and the method for cleaning up the mess. The most popular choice combination is what was aired to the public during the Super Bowl 2020. 

This ad stood out from the competition in that it presented advertising in a new light. Never before have companies utilized personalization/preference in ads as it was shown in this example. The interactiveness of this ad also was able to reinforce the notion that these products were the best options for dealing with big messes. 

CEO Yoni Bloch of P&G said, “... to transform the very idea of what a campaign can be on the biggest night in advertising, an ad becomes a choice-driven experience: engaging, empowering and truly personalized.” 

What we can take away from this advertisement is that the innovation of ads through a choice driven medium combined with popular figures on television creates an unforgettable ad experience for viewers at home. The crossovers between brands was seamless, and it was relevant to our culture of throwing Super Bowl parties.