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I’m On a Horse

Beth Negus March 9th, 2010

Nah. Not really.

If you have a TV, you likely know that’s the punch line to a very funny commercial for Old Spice.

Well, I think it’s hilarious. My husband thinks its just kind of dopey. That’s the thing about humor. Not everyone’s funny bone flexes in the same way.

Humor in marketing is a tricky thing. For an article on business-to-business marketing for the next issue of Chief Marketer magazine, I asked some B-to-B experts whether grins and giggles had a place in business marketing. The consensus from pretty much everyone was sure, it would be nice, but it’s a tricky thing to pull off properly.

I think Old Spice and their agency Wieden+Kennedy hit just the right note with this spot. What do you think?

And for an interesting behind the scenes look at how the spot was filmed, check this out:

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4 Comments to “I’m On a Horse”

Sherry Chiger Says:

March 9th, 2010 at 5:30 pm

On the catalog front, New Pig has succeeded for years in injecting humor into its marketing efforts–especially challenging given that it sells industrial clean-up supplies!
Jim Palam Says:

March 10th, 2010 at 3:58 pm

Fabulous concept. Great writing & production. Perfect casting and performance. I loved this spot 5 seconds into my first viewing on TV. Litmus test of course will be if it helps sell Old Spice. Kudos to all involved!
Brian Quinton Says:

March 10th, 2010 at 6:59 pm

You know my favorite line from this series of ads: “And in my hand, two tickets to That Thing You Love.” just don’t need to get any more specific than that. i hate to say it, but this spot sells the product better than bruce Campbell could.
Eddie A Says:

March 11th, 2010 at 12:38 pm

Well, I might like it if I didn’t DVR all my favorite shows to skip the commercials like 30% of America. I’ve never looked forward to watching commercials, and with today’s avoidance technology. who watches commercials anymore?

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