Terry Cruz, Muscle Music!!



This commercial is a bit older but its still one of the best Ive seen by Old Spice. In this commercial Terry Crews is using his muscles to make music. When we first see his surroundings and the white things on his body we are like, "Woah, whats going on?" i think this is what Old Spice was going for. They wanted people to be curious about what was going to happen and watch the video. If it wasn't for the TV screen to his side you wouldn't have know its an Old Spice commercial so Old Spice relied heavily on its audience looking around at the surrounding objects in the commercial.

The main technique here in this video is gestalt. Terry Crews, surroundings are odd and abnormal and he is in an odd situation. He's sitting down surrounded by wires and instruments flexing his muscles,..this isn't exactly ordinary. It stands out a lot and makes you remember Old Spice next time your shopping. Another technique seen here is Testimonial. They used a famous football player and actor to sell their product. When people see the famous person they start to associate him/her with the product so next time they see him they will think of the Old Spice commercial.

Another thing that the audience couldve connected with the product was muscles. Back then and even now the Old Spice actors are all muscular so people might think that Old Spice gives you muscles. Thats not very logical but you never know what people might get out of something.