I suppose Old Spice is attempting to target all guys, but their latest print ad left me feeling angry and defensive. I was flipping through a recent issue of Entertainment Weekly, yes I know it’s not a very body accepting magazine but I like to keep up on all things entertaining…anyway, I happened upon this image:
It appears to be a fat guy in winter wear, only they chose to insinuate that by using their products, not only would said fat be…sectioned off/away? I dunno…but the tag line is, “Somewhere in there There’s A Man In There, Old Spice, Smell Better Than Yourself” In his hand appears to be a bowl of cereal with holes in it as well as M-80’s or cherry bombs or something. Across his chest is an ammo belt with a corn dog, an old cell phone, pepper spray canister and two actual ammunition shells. Not to mention the fake-ass snake around his neck.
This whole thing smacks of hate to me. Fat hate. Winter wear hate? I don’t know I just hate it! The way the “inner man” or whatever the fuck is magically thinner/more muscular as though you cannot be a “man” unless you are of this build is appalling! But it’s not even their first go at this:
Once again, choosing a thinner and seemingly more, uhh, eccentric? “inner man.” Ugh! This one seems anti-intelligence to me which is ridiculous if the point is to find a mate. Believe me fellas, anyone would rather you are intelligent than smelling like chemical perfumery! “Smell Better Than Yourself” is certainly relative. I mean, have you smelled this shit? Blegh! Why do all of these companies think anyone wants to smell this this? Marketing is, well, dumb!
I just hate that they chose this imagery. I hate that they are picking on fat guys. I hate that they feel the need to feminize the “outer man.” Once again! I won’t even start on the whole being called a woman is a negative thing. Just once I’d like to see a guy stand up and take that and say, “You know what? Thank you! My mom/sister/aunt/granny is the strongest and most incredible person alive. Call me a woman as much as you like, fuck wad!” Even if that ever did happen, it wouldn’t be on television!
What are your thoughts on this? Did these images make you angry? Upset? Eye rolls? Let’s discuss!