While this does not necessarily comment on the gender roles indicated in the Old Spice commercials (the gearing towards women through clever writing and a mish-mosh of cliched girl-friendly fantasies, the casting of the manliest man's man, etc.), it does discuss the brilliance of the marketing campaign used which helps to prove my point that advertising is a bit more complicated than one might assume. It talks about how the Old Spice ad campaign was the first ad campaign to really tap into all the possibilities brought up by new social media websites, a tool which is now used in most advertising campaigns today. By doing so, it was able to connect with its customers on a personal level, allowing thousands of new Old Spice buyers to develop a personal relationship with Isaiah Mustafa (the man in the commercials), perpetuating how men and women "are supposed to" relate and interact with a traditionally good-looking, attractive man; the men wanting to emulate him and the women lusting after him. So that relates to gender roles.
http://www.fastcompany.com/1737010/thank-you-economy-gary-vaynerchuk-old-spice-man
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