Old Spice is certainly doing a great job of breaking away from it’s former stodgy image of being your grampa’s aftershave. Their recent commercials are aimed squarely at the youtube A.D.D. generation and their more looking to make you laugh and become your buddy then to convince you that their product is any different then your grandfather’s old smoking chair.
It’s a very hard thing for a company to truly evolve their brand for a younger audience without coming across as a 40 year old asking things like “So, how about that internet? Pretty cool right?”. Or worse yet, the Pepsi route of jumping from trend to trend and setting no real lasting impression in the long run.
All that being said, I still don’t want to smell like my grampa.