Old Spice: Mantastic or Tacktastic?

Milind Soman for Old Spice's latest ad for the Mantastic campaign - Product: Deodorant 

At first look, I am surprised as to why the supermodel Milind Soman would do an ad like that.

Then I realise, on paper, this concept must have really looked great. The masculine charm of the two, that voice and the class you associate the two with - makes complete sense. What suffers, is the execution.

This concept of the Old Spice commercial has already been tried in the international markets and a success to the effect, that the ad became viral online within a few days of its release. While the agency Wieden & Kennedy bagged two honourable Cannes for it, actor Isaiah Mustafa shot to instant fame posing as that 'guy from the Old Spice TVC'. And honestly, that's so much more believable. And of course, deserving.

Old Spice: The Man your man could smell like - International campaign (2010) - Product: Bodywash

The association of Milind Soman's testosterone-pumped image is fully justified with a brand like Old Spice, specially when they are trying to talk about what really makes a man, a man. Sadly, the execution of it, in the hindi version, is hilarious in parts, stunning for some few seconds, and tacky for most part. The only part through his speech that I genuinely find funny is when the camera loses focus while he speaks and Milind calmly commands, "Focus guys, focus."

While it is very refreshing to see Milind Soman back on the small screen after long, despite the grey hair, the smile is still as disarming and that baritone, so soothing. But the words, the creatives and the execution is truly disappointing and a waste of his manliness to say the least. That script - honestly it is a little embarrassing to watch an intelligent man like him mouth such sleazy lines. I cringed almost every time I saw it.

The 'Mantastic' concept works with the international ad, purely because of the changing frames that keeps your attention (don't miss the special effects that aid smooth transition of one scene to another), and the actor's poker face that makes you wonder what is going to pop up on the screen next. The indian version stays simplistic, but sadly lacks the punch. Of course, it is one of those ads which will get noticed by one and all; because its one of those ads that you can either love or hate, but you just CAN'T, ignore. May work for some. For us, the balloon just burst.

P.S. The resemblance between Milind Soman's smile and Pierce Brosnan is uncanny. Dishy, these two. Why isn't he in a sensible bollywood movie? Oh wait, my bad. That, does not exist.

Uncanny!: The resemblance between Milind Soman & Pierce Brosnan is striking.

Levi's Revel TVC : The denims are talking!

I am liking the ads by Levi's; as much as I LOVE the fit of these denims.

Crisp, Fine, Classic. Just like the denims, the ads are right on the button.

The new campaign by Levi's for the launch of its denims 'Revel' carries the intriguing tagline 'Let your body do the talking. And while you may have seen a girl upside down in the print campaigns, their television spots are as fetching.

THE TV CAMPAIGN

The mood fits the ad. The song fits the mood. And the girls are just having fun. Like teh tagline, letting their body doing all the talking. The new ad by Levi's Revel is fairly simple. Get a couple of Korean and Indian models together to just walk around the screen in a pair of fitted denims. In empty offices, elevators, streets, rooms. Just be. I love how it focusses purely on 'movement'. Letting the body be the medium of expression, making us realise the important part it plays in how we are looked at. The girls moving to the perfectly matching beats of the catchy song 'Shake Your Booty' by Bunny Sigler. Honestly, its the superb use of the song that makes you sit up and take notice of the very well synchronised edited frames. 

There are not many brands that hail in the marketshare of denims but Levi's doesn't seem to take that for granted and still, year after year, produces some work of class, making women's butts a serious part of their business. The ad was created by a combination of Wieden & Kennedy Shanghai, Knock Inc., shot in Minneapolis by Levi's internal teams and OMD, its global media agency. 

If put to a gunpoint, the only flaw that I can think of is the absence of fuller women in the ad. If it makes denims for women all sizes, let's see some of them too, shall we? Meanwhile, put your speakers on full mode and enjoy this funky bassful 1974 classic by Bunny. Are you feeling it? YEAHH!