Old Spice Keeps Up the Fragrance Ad Parodies With Two Spots for Valentine’s Day

'Marco Love-O' and 'Mask' follow the earlier 'Red Sweater'

Old Spice
Headshot of Tim Nudd

Fans of Old Spice’s irresistibly weird “Red Sweater” spot, which aired completely in French during the Grammys last month (and is available to view, with subtitles, online), will be pleased to know the P&G brand is back with two more fragrance-ad parodies for Valentine’s Day.

The first, “Marco Love-O,” advertising the brand’s Ambassador body wash and deodorant products, revisits part of the formula that made “Red Sweater” so amusing: It repeats the product name over and over, giving it a brand-friendly core underneath its wacky exterior.

The plot this time has a man and woman searching for each other (not for an eccentrically named dog) in a lavish mansion. They also blurt out stupid fragrance-ad copy like, “Today.” “Tomorrow.” “Forever.”

See the spot here:

The second new spot is titled “Mask.” It pushes the Captain line of products, and features the same two characters as “Marco Love-O.” This time, the woman tries to unmask the man, only to discover more and more masks. Both spots were made by Wieden + Kennedy Portland.

Here is the “Mask” spot:

Fragrance sales hit their highest point around Valentine’s Day, making this a perfect time to extend the campaign. The tagline, “We Make Scents for Men,” reinforces the brand’s “fragrance credentials and suitability for all guys … no matter their social status or language spoken,” the brand says.

Old Spice Ambassador is described as “the Scent of Excellence—a classic masculine scent with warm, caring notes of creamy amber freshened by spicy, woody top notes.” Captain, meanwhile, is “the Scent of Command—a modern scent with crisp top notes of water and citrus met with subtle green notes.”

Below, check out the earlier “Red Sweater” spot, with subtitles:


@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 12, 2018 https://stage.adweek.com/brand-marketing/old-spice-keeps-up-the-fragrance-ad-parodies-with-two-spots-for-valentines-day/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
{"taxonomy":"","sortby":"","label":"","shouldShow":""}