Copy makes all the difference. Have you seen the Old Spice ad? The commercial has an interesting visual style with all the special effects but what really grabs attention are the words being said:
“Hello ladies. Look at your man. Now back to me. Now back at your man. Now back to me. Sadly, he isn’t me. But if he stopped using lady-scented body wash and switched to Old Spice, he could smell like he’s me. Look down. Back up. Where are you? You’re on a boat with the man your man could smell like. What’s in your hand? Back at me. I have it. It’s an oyster with two tickets to that thing you love. Look again. The tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.”
The copy engages the listener directly. It tells you what to do and think and how things could be if you buy this product that opens up possibilities.
Suddenly everyone is listening and thinking either “How can I be that man” or “How can I get a man like that?” Hmm, well if Old Spice can help let’s buy some. Men will buy it hoping to be that cool guy in the commercial. Women will buy it hoping her man will morph into that cool guy or at least smell as good.
Anything is possible when you wear Old Spice. Boy that makes you want to buy. I was ready to buy it!
Watch the video yourself here:
[youtube=http://www.youtube.com/watch?v=owGykVbfgUE&hl=en_US&fs=1&color1=0x5d1719&color2=0xcd311b]
