I think the main difference between the advertising of the old days and today’s ads is that in the past the messages were either so devious or naive that nothing got caught in the webs of “the Man” or the censors for that matter. Today’s society twists our minds from the early days and makes sure we know what’s up by the time we reach adulthood. At the same time there are not that many ads that still retain the “ethics” of the old days but rather gets straight to the point, what ever that may be.

The Old Spice campaign have proven that you can still create great campaigns that are actually creative and not manipulated by the decision makers from the clients’ side (or from your side more often than you might think). Constant struggle with the budgets, visionless decision makers (yes, you know what I mean) and schedules force creatives to push out bulk that satisfies the marketing budget but doesn’t really do anything to anyone. It’s very easy to follow the lead and not try anything new.

I would think this is about to change soon enough. Young, hungry and creative executives finally start to think outside the box, grow some nuts and create ads that actually make an impact. Don’t get me wrong, there are definitely more great ads than just the Old Spice ones. Hell, all you need to do is watch some Japanese TV and all you can think is, did he just say that? But of course there are the cultural boundaries that destroy even the greatest plans, damn. This would have been the end of the party back in the day, but today all you need to do is put your creativity on the Web and get that audience. During the harsh times of the past few years, many companies have transferred their operations on the Web, but at the same time only few have really gone berserk and produced ads that create that Viral effect.

Case example. Thanks to a friend in Singapore I came across the greatest ad I have seen the whole day. It is from the time they still allowed tobacco ads. When Marlboro man was still furnishing the roadside billboards and smoking was still considered elegant. Being a non-smoker I only look at this ad from the what thee – effect’s point of view. Now, don’t tell me you don’t like this ad. Because it is pretty hilarious. Pay attention on the visual and especially the copy. “Blow in her face and she’ll follow you anywhere.” Damn, I just wonder if this caused a trend of dudes getting their face slapped after blowing smoke on ladies’ faces?

But to conclude, get back to basics, think outside the box and see how the ads were done in the old days. Although I’m pretty sure the ad is as offensive as it gets (Rispecte le donne, as Italian Spiderman would say) it still works, because it’s funny.