Old Spice’s “Oedipal Nightmare” Is PR Dream

 Old Spice’s Oedipal Nightmare Is PR Dream

The PR Verdict: “A” (PR Perfect) to Old Spice and it’s “Momsong” campaign.

Old Spice, that old seadog of an aftershave, has been around since before World War II.  Little surprise that, with “75 years of experience helping guys improve their mansmells” and a lot of awards for their clever adverts, the Old Spice marketing team has done it again.

As part of its new “Smellcome to Manhood” campaign, Old Spice began airing an attention-grabbing commercial called Momsong this week. In it, mothers prowl around their teenage sons who are out on dates, bemoaning the day “Old Spice sprayed them into men.” Moms hide behind curtains, hang onto car bumpers, and pop out of pull-out couches while their sons obliviously flirt with the fairer sex.

If it sounds odd, that’s because it is. Some of the adjectives used to describe it? “Freaky,” “creepy,” and “bizarre” – and, nearly universally, “hilarious.” Momsong is unquestionably strange, but it’s also the perfect mix of witty and weird. Most importantly, it’s gotten people talking. In just three days, the commercial garnered more than 1 million YouTube views.

Momsong isn’t the first commercial coup for Old Spice, a division of Proctor & Gamble. Although the brand name’s most iconic figure is probably the duffel-laden sailor returning from sea into the arms of a waiting woman, Old Spice has always excelled at marketing its line of body products. Add Momsong to the repertoire.

THE PR VERDICT: “A” (PR Perfect) to Old Spice, whose “Oedipal nightmare” is a PR dream come true.

THE PR TAKEAWAY:  Taking a chance on unusual ads is not for the faint of heart, but it’s something many companies consider under pressure to stand out. Old Spice gets away with wacky commercials because its name is embedded in American culture, and because it’s known for an unusual advertising approach. Lesser known companies should do careful market research and not skimp on the focus groups. A zany ad campaign can make – or break – a brand.

 

Bachmann Video: What a Long, Strange Clip It’s Been

 Bachmann Video: What a Long, Strange Clip Its Been

THE PR VERDICT: “D” (PR Problematic) for Michele Bachmann.

US Congresswoman Michele Bachmann is a lot of things, but predictable isn’t one of them. The Minnesota Republican has once again made headlines, this time with the unexpected announcement that she won’t seek re-election in 2014.

The Tea Party darling’s reasons for stepping down are murky, and her announcement only made the waters more turbid. The first mistake was in dropping her bombshell via a YouTube video, an indication that she didn’t want to face questions about her decision or her future plans. Then there’s the video itself. Against an odd Chariots of Fire-style musical backdrop, Bachmann begins by rambling about term limits, then launches into a list of reasons she’s not retiring: certainly not because she faces a tough re-election campaign against a candidate she narrowly defeated last year, or because of a federal inquiry into possible misuse of her presidential campaign funds. In the remaining seven minutes of the video, she bashes the Obama administration, slams the “liberal media,” and rattles off a laundry list of issues she’ll continue to support or fight in her remaining 18 months in office.

Political swan song or groundlaying for another presidential bid? It’s impossible to tell. Bachmann says the country is on the wrong track and in the worst shape she’s ever seen, yet there is no opportunity, political or otherwise, that she won’t consider in the future. More than one copy editor must have smiled in appreciation at New York magazine’s headline, “Michele Bachmann Retires as President of Crazyland.”

THE PR VERDICT: “D” (PR Problematic) for Michele Bachmann. The Minnesota congresswoman befuddles, per usual.

THE PR TAKEAWAY: If you’re not going to say anything, say it as succinctly as possible. Bachmann announced her retirement, yet her constituents still have no clue why she’s leaving or what the future holds. It may well be that she doesn’t want to reveal all at this time, but a concisely worded press statement issued through her office would have accomplished the same goal without a move that only added to her already bizarre reputation.

To watch the video, click here.

No Celeb Surprises at the Polls

cher and kathy griffin 150x150 No Celeb Surprises at the Polls

The PR Verdict: “C” (Distinctly OK ) for both political parties and their star endorsers.

Does Cher love Mitt Romney? Does Chuck Norris endorse Obama? Both might have been sensational headlines, but the opposite was true. As the election draws to an inevitable close, celebrities have been in a rush to make their final public and political stand. Uploading their Presidential endorsement videos on You Tube and their own websites, there are disappointingly few surprises about their pickings.

Bruce Springsteen, Katy Perry, Jay-Z, Beyonce, Kathy Griffin, and Cher have all thrown their weight behind the Democrats. Madonna seems to have had a harder time of it; when in New Orleans recently, she was booed off the stage for endorsing President Obama, but her experience doesn’t seem to have deterred others. Obama’s celebrity support continues to be broad. But is anyone really that surprised by Hollywood favoring the Democrats?

Mitt Romney and his running mate Paul Ryan also have their share of celebrity endorsements. Arguably, the list is somewhat broader (and older) in scope: Kid Rock, Kelsey Grammer, Clint Eastwood, Chuck Norris, Meat Loaf, and, of course, Donald Trump. Golfer Jack Nicklaus and country music stars the Oak Ridge Boys and Lee Greenwood have been joined by celeb du jour Honey Boo Boo, the youngest of the pack and therefore ineligible to vote.

The PR Verdict: “C” (Distinctly OK ) for both political parties and their star endorsers. What we really needed was a surprise.

The PR Takeaway: Astonish if you want to make a difference. It is generally understood that while celebrities may not bring in more voters, they do boost a candidate’s base and help energize the campaigns getting voters to polling booths. Fine and well, but what would really move the PR dial is to have an endorsement from left field. The element of surprise was missing with nearly all celebrities this time around. Next time, flush out the star with the surprising point of view. It’s guaranteed to vitalize a campaign and minimize the risk that the A-Listers are simply singing to their respective choirs.

To see the latest Cher video endorsing Obama, click here. To watch Chuck Norris endorse Romney, click here.

Who would you most have wanted to see stump for Obama, and who for Romney? Give us your PR Verdict!

Donald Trump, Master Buffoon

404232 542890259059818 265212859 n 150x150 Donald Trump, Master Buffoon

The PR Verdict: “F” (Full Fiasco) for Donald Trump.

The art of buffoonery hit new highs yesterday with the announcement by Donald Trump of what he had been promising for three days would be HUGE news. Trump hit Trump-friendly airwaves such as Fox earlier in the week, saying that on Wednesday he would make a BIG announcement concerning the President. Speculation was rife. What could The Donald know that every political operative in a closing election race hadn’t already hoped to find as political ammunition? The big reveal was yesterday at noon on YouTube.

The Donald’s BIG news was… nothing of the sort. Continuing with a variation on the birther argument, he called Barack Obama “the least transparent President in American history” (Richard Nixon might have sprung to mind). The Donald then congratulated himself in the video for having “gotten the President to release his long-form birth certificate – or whatever it may be.” He now says he has a deal for the President.

If Obama “hands over” his college records and passport application records to Trump, he will give $5 million to a charity of the President’s choice. As long as this is done “to my satisfaction,” says The Donald immodestly, he will deliver the check immediately. The forms must be in by October 31. He urged the President to meet the challenge and added that he was speaking on behalf of the entire US population.

The PR Verdict: “F” (Full Fiasco ) to Trump. Donald, you’re fired.

The PR Takeaway: Big talk and bluster equal buffoonery. Donald Trump, the Master Buffoon, has sealed his own PR image with this latest YouTube insanity. His video and language give no reason to suggest this is anything other than a self-serving publicity stunt. Does he know something we don’t? The much anticipated news “from the Desk of Donald Trump” was well-packaged as an unreservedly ego-driven publicity stunt, but the more publicity (of this type), the lower his credibility falls. At this rate, it may soon be political suicide to be publicly aligned with Trump. The sneaking suspicion is that he may not care.

To see the video, click here.

What’s your opinion of The Donald’s latest publicity stunt? Give us your PR Verdict!