From gyrating oiled torsos to flowing silk gowns and romantic embraces, over-the-top fragrance ads are either a source of amusement or annoyance to many people. In a knowing parody, Old Spice has one-upped the scent-strips associated with print ads in glossy magazines with a scented blazer made entirely from paper. We discover the insights behind why it’s okay and even beneficial for brands like Old Spice to take the piss in their adverts.
"Old Spice is poking fun at some tropes found in cologne ads and shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France,” says Janine Miletic, the Old Spice brand director at P&G. Conceptualised by Wieden+Kennedy Portland, the paper blazers were enclosed in the March issue of GQ, fragranced with 'premium scents' from Old Spice’s Red Collection. “This disposable paper blazer will be seen on the backs of influencers and fashionistas alike, but let’s not forget our regular guy who will be receiving it in this month’s subscription of GQ,” joked a rep for W+K. “With this paper blazer, everyone gets to live the luxurious life of Old Spice Captain. Smell the smells, live the life, don’t go out in the rain because you will likely get paper machéd.”
Brands that take themselves too seriously in marketing campaigns run the risk of being seen as too stuffy and exclusive, thereby alienating people and potentially becoming parody fodder. After all, Gens Y and Z will account for 45% of the luxury market by 2025, and they value inclusive experiences over promises of exclusivity.
Younger generations want all brands – including those with a luxury price tag – to take themselves less seriously in their products and communications. It’s one reason why sales of celebrity-endorsed fragrances have fallen in the UK, while brands like Vetememes, Gucci and Balenciaga, which embrace the power of parody and aren’t afraid to laugh at themselves, are looked on so favorably by Gens Y and Z.
