Procter&Gamble delivers two brands in one commercial—the company released two ads, in which it puts two products into the spotlight at the same time. One of the adverts starts with a presentation of Bounce Dryer Bar in a laundry room, and while a gentle woman is telling how to use the product, shouting Terry Crews invades the room by crashing through the wall on his jet ski. It is just like a huge explosion, but the Old Spice’s spokesperson just couldn’t help it—“Old Spice is so powerful it sell itself in other people’s commercials.” The shocked female presenter without any hesitation (though, with a sour face) admits that the invader does smell power. While Isaiah Mustafa, the iconic Old Spice face, has a more refined, ‘the best man (and sometimes Santa Claus) in the world,’ Crews has being sticking to a more aggressive ‘breakthrough’ manner to advertize the product.
In another ad, fierce Terry pops out of a box of Charmin toilet tissues, crying out “Old Spice Body Spray is too powerful to stay in its own commercial!” All commercial featuring ‘powerful’ adventures of the protagonist can be viewed here, and the number of energy-packed commercials is growing—in early January, the brand has released another spot, in which Terry’s mind blows right in front of his face. These two spots, developed by Old Spice’s agency of record Wieden+Kennedy Portland, will air in the USA today, right after the Super Bowl game played yesterday February 5, and represent the dual exposure trend, which was reflected in other brands’ commercials showed during the event.
Chevrolet released an apocalyptic commercial, in which a man and a couple of his friends (who also drove Chevy) survived the end the world as predicted by the Maya—but one of the buddies didn’t manage to arrive to the meeting point because he’d got behind Ford’s wheel. “We stand by our claims in the commercial, that the Silverado is the most dependable, longest-lasting full-size pickup on the road. The ad is a fun way of putting this claim in the context of the apocalypse,” commented General Motors Global Chief Marketing Officer Joel Ewanick. “We can wait until the world ends, and if we need to, we will apologize. In the meantime, people who are really worried about the Mayan calendar coming true should buy a Silverado right away.” As a respond to this bold statement, Ford posted the following message via its Twitter profile, “Proud to be the only brand w/ more trucks on the road w/ 250K+ miles & to have the best-selling truck for 35 years,” which argued the durability claims made by its rival. In its new advert, Pepsi MAX has also continued to making pokes at Coca-Cola, and this can be also considered as ‘2-in-1’ commercial.
Unlike GM, General Electric didn’t denigrate other brand’s image. In the end of its storytelling commercial about turbines, GE puts Budweiser into the spotlight—when one of the bar’s visitors asks GE’s worker «So, do you guys make the beer?», he replies, «No, we make the power that makes the beer.»