Literally. For nearly an hour.
Last year saw Nick Offerman silently sipping Lagavulin Single Malt Scotch for 45 minutes in front of a Yule log. Old Spice has embraced the length of the branded video, but gone in the opposite direction in terms of effects, providing viewers with nearly an hour of explosions and shouting from spokesperson Terry Crews:
Old Spice plays well to their brand strength here; an hour of Terry Crews silently sniffing Old Spice would have been weird, yes, but not the kind of weird the brand has embraced in their video advertising. As Marketing Dive writes:
“Beyond bucking the extra-short video trend, the ad could additionally come as a response to holiday campaigns from other CPGs and retailers which tend to lean into sticky sentimentality and the spirit of the season. Old Spice clearly wants to blow up some those tropes with an ironic nod and a wink.
‘It’s easy to get caught up in the hustle and bustle of the holidays and forget the true meaning of the season,’ the YouTube video description reads. ‘Oh well! Hope we remember next year!’”
It’s a nice change of pace from the schmaltzy ads many brands put out, hoping to tug on consumer heart strings. Old Spice is also smartly promoting the video across its official social channels, but restructuring pieces of the video into shorter segments that make more sense for each platform:
Old Spice Holiday Packs are not only the perfect stocking stuffer, they were also the perfect reason to make this exploding log video to promote Old Spice Holiday Packs. They are stuffed with stuff! Link: https://t.co/x3csRG5JrL pic.twitter.com/1I4WINO04C
— Old Spice (@OldSpice) November 30, 2017
Overall it’s a smart holiday campaign that fits perfectly with their brand.