Use Of Masculinity In Old Spice's Advertising Campaign

rather than controlling. But as one looks closer, it is evident that controlling is what he is. Mustafa’s character incessantly demands the female viewer by use of imperatives. In the “Man Your Man Could Smell Like”, Mustafa’s character uses a gentle tone to demand the audience to “Look at your man. Now back at me. Now back at your man. Now back to me.” Regardless of the use of a non-threatening tone of voice, the protagonist is still coming off as a controlling, hegemonic man.

Overpowering women

In this Old Spice campaign, as well as other advertising campaigns from this company, women are typically left out of the physical plot line. “While the Smell Like a Man, Man” campaign does not utilize female actresses in the commercials, it does allow a look into how the socially constructed concept of masculinity is created

After finding out that 60% of women were buying Old Spice products for their significant other, as well as the fact that men do not buy products that make them feel less manly, Wieden + Kennedy utilized this knowledge for creating a highly successful and all around well-received campaign. With former NFL player Isaiah Mustafa speaking directly to the female audience, while simultaneously portraying qualities associated with hegemonic masculinity, Old Spice successfully recreated their brand and improved their sales.

After analyzing Old Spice’s 2010 advertising campaign featuring Mustafa, it was determined that Mustafa’s character appeared to possess powerful, competitive, and assertive qualities. Likewise, the protagonist physically embodied what it meant to be a man, specifically by showing off his strong, muscular body. Further, Mustafa utilizes his voice, tone, volume, and word usage to manipulate and exercise his control over other men and women. Lastly, the feeling of women being overpowered was made evident in the