This post lauds Gilette’s new “B.O. Zone” campaign.
When I first saw the ads my first thought was: “Well, looks like Old Spice won that war.”
In no way is the creative in Gilette’s ad at all on the same scale as the Mustafa executions. Maybe it’s remarkably true that people smell in the subway- but just pointing that out isn’t enough to merit brand interaction or takeaway. Brands need to realize that just throwing an insight in their faces doesn’t make you stronger or compelling. You’re just talking. And in a world of constant talking, communication is where the true skill lies.
