When a Joke Became the Strategy

Old Spice didn’t have a relevance problem.
It had a perception problem.

For years, the brand lived in a narrow mental category: outdated, predictable, inherited rather than chosen. It wasn’t hated—it was ignored. And in advertising, that’s worse.

Then Old Spice made a decision most brands in its position are too cautious to make.

It decided to become the joke—before anyone else could make it.

The Pivot No One Expected

Instead of trying to modernize quietly or chase younger consumers with trend-heavy updates, Old Spice did something bolder: It exaggerated itself.

The Man Your Man Could Smell Like didn’t explain the product. It didn’t reassure longtime buyers. It didn’t even attempt subtlety. It leaned all the way into absurdity—fast-paced, surreal, self-aware.

The ad wasn’t trying to sound relevant.
It was trying to be memorable.

That distinction changed everything.

What’s Actually Happening

Old Spice didn’t ask to be taken seriously.
It asked to be noticed.

By embracing humor and theatrical confidence, the brand signaled something important: we know exactly who we are—and who we used to be.

That self-awareness created trust. Not because the brand became earnest, but because it became honest.

Old Spice stopped pretending it was something else.
And paradoxically, that’s what made it feel new.

The Risk They Took

Comedy is dangerous territory for brands.

Humor can fall flat.
It can date quickly.
It can undermine credibility.

Old Spice accepted those risks willingly.

They trusted that committing fully—rather than hedging with “safe” humor—would signal confidence. And they trusted their audience to understand the joke without explanation.

That’s a rare kind of courage.

Why It Worked

Humor invites participation.

People didn’t just watch the ads—they shared them. Quoted them. Talked about them. The brand became part of conversation instead of background noise.

Old Spice didn’t rebuild relevance by demanding attention.
They earned it by being in on the joke.

The result wasn’t just a viral campaign—it was a repositioning.

What This Reveals

Apple earned attention through restraint.
Red Bull earned it through immersion.
Old Spice earned it through self-awareness.

Different approaches. Same principle.

Marketing decided the shift: we’re not pretending anymore.
Advertising committed to it—loudly, repeatedly, without apology.

Old Spice didn’t become funny to be liked.
It became funny to be remembered.

A Final Thought

Some brands fear humor because it feels risky.

But being forgettable is far riskier.

Old Spice understood that relevance doesn’t come from playing it safe—it comes from committing to a point of view, even if it makes some people uncomfortable.

They aimed for memorability—and trusted the work to do the rest.

Key Takeaways

• Self-awareness builds trust faster than polish.

• Humor works when it’s fully committed—not cautious or half-formed.

• Relevance often comes from honesty, not reinvention.

• Being memorable is more valuable than being universally liked.

• Confidence shows when a brand is willing to risk discomfort.