Old Spice Reminds Us: 80’s Action Heroes Sweat Too
80’s appreciation has been a national pastime for the last few years, and the train shows no signs of slowing. Perhaps that decade just had some of the best iconography. Bright colors, neon lights, and those buff, sweaty action heroes. Action movie stars had a very distinct look in that era. From Arnold Shwarznegger to Sylvester Stallone, the decade was defined by big explosions and bigger muscles. Old Spice has once again transported its audience to the past to poke fun at tropes and present a fantastical time in a new light.
The Old Spice campaign for its Sweat Defense Dry Spray centers around the action star Dolph Lundgren and his 80’s persona. His heroic exploits frequently run into the issue of hot locales. He can’t stop sweating. This campaign utilizes that trademark Old Spice humor, connecting with the audience by making them laugh. The depiction of Dolph Lundgren is a technical marvel as well, recreating his 80’s persona through computer imaging. The humor and nostalgia makes for a fun, lighthearted campaign that Old Spice does so well. So the next time you find yourself stopping a mad scientist from blowing up the moon just remember to keep your sweat to a minimum. It can be more impactful than you think.
- SOURCE: Marketing Dive
- BRAND: Old Spice, Dolph Lundgren