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Old Spice Argues That Real Men Smell Good

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The campaign is also commonly referred to as The Man Your Man Could Smell Like , being the title of the campaign's initial second commercial. The campaign was initially launched to market Old Spice's Red Zone After Hours Body Wash , but has subsequently been expanded to include other products following the success of the initial advertisements. The campaign targets female viewers, despite the product's target market being male, as the company determined that women frequently make purchasing decisions in respect of hygiene products even for male household members.

While reciting the monologues, Mustafa progresses through various activities, locations, costumes, and extraordinary situations, all in one uninterrupted take while maintaining constant eye-contact with the camera in a nonchalant demeanor. The advertisements typically feature a surprise ending. In a single uncut shot, Mustafa transitions from a bathroom to a sailboat to riding a horse on the beach, all without pausing his monologue or breaking eye-contact with the camera for more than a moment.

The punchline of the commercial is Mustafa's non sequitur final statement: "I'm on a horse", delivered as the camera zooms out to reveal to the viewer that Mustafa is now sitting atop a horse. Allen and Kallman confirmed that the commercial was filmed in a single uninterrupted take [3] requiring three days of shooting and numerous attempts to achieve a successful take.

Minimal computer-generated imagery CGI was used, consisting of overlaying a separately shot artificial hand during the segment where diamonds flow from Mustafa's palm and the body wash rises through the pile of diamonds with a separately filmed shot of the hand.

Filmed at the same time as the main commercial was a second "sting" [5] entitled "Did You Know", in which the camera zooms out of Mustafa to reveal that he is riding a horse backwards. In June , a third commercial entitled "Questions" began to air on television.

The ad expanded upon the first commercial, which featured two changes of location, and only one on camera the bathroom "set" lifting away. Mustafa begins at a shower station on the beach. The scenery splits in half as do false legs and a towel and pulls away to reveal Mustafa log rolling before he walks across the surface of a lake catching a falling cake mid-stride into a kitchen power-sawing a countertop mid-stride to the top of a waterfall, which he "swan dives" off into a hot tub , which then collapses to reveal that Mustafa is sitting on a motorcycle, his shorts having been replaced by jeans.

He performs the entire commercial without breaking eye contact with the camera, while addressing female viewers and asking rhetorical questions on what they like, implying that if their man used Old Spice, then he could bring them these things.

The ad was again shot primarily in one take, involving an automatically rolling log, an under-water platform, and a set consisting of the kitchen, waterfall and hot tub containing water and a motorcycle.

The walls of the hot tub were rigged to mechanically rise and lower. Support wires were used to control Mustafa's dive from the waterfall. Footage of rehearsals of the ad begin with the log-rolling, suggesting that the opening beach segment may include separately shot or computer-generated elements. The background also appears to be enhanced. Another second ad entitled "Boat" was produced as a secondary spot. It features Mustafa in a rowboat pulling off a "fake" mustache, and then "pulling off" the newly revealed skin to reveal another moustache.

A third series of commercials debuted in early , this time promoting Old Spice Fresh Collection Antiperspirant and Deodorant. The branding of the product line revolves around different world locations. In keeping with that theme, the second commercial is entitled "Scent Vacation", and continues to maintain and expand upon the style of the previous ads.

In the ad, Mustafa notes that "when your man smells like Old Spice, you can go anywhere. In "Scent Vacation", Mustafa begins on a beach in a grass skirt. The beach drops away and the skirt flies off to reveal Mustafa in mountaineering pants atop a mountain peak. He dives from the mountain, into water, appearing to swim through it, only for it to be revealed as a fishtank, which passes as the camera rotates to reveal Mustafa lying on his side in white slacks on top of a piano in a lavish living room.

Responding to interest in the creation of the previous spots, an official behind-the-scenes video was released for "Scent Vacation". Ultimately, the living room in which Mustafa is shown was built against a vertical wall, and the camera was rotated 90 degrees to make the room appear normally oriented. Unlike the previous commercials, which were shot outdoors, "Scent Vacation" was shot on a soundstage. More computer-generated imagery was used in this commercial than in the prior ads.

The sand and sky of the initial beach scene and the entire mountain backdrop were added in post-production; wires were painted out, as were seams where two scenery pieces came together; fish were added to the aquarium; chocolate was added to a fondue fountain in the living room, and a stick of fondue foods was added to Mustafa's hand.

Two second spots were produced, entitled "Fiji" and "Komodo" after two of the scents in the product line. In "Fiji", a beach scene is shown as Mustafa's voice is heard. Mustafa rises from beneath the sand with an acoustic guitar, which he opens to reveal that it contains puppies.

In "Komodo", Mustafa appears to stand at the base of a hill atop which sits an ancient palace. The palace is revealed to be a miniature, as Mustafa opens the front wall to reveal the product. He then walks over to a Komodo dragon and pulls open its back to reveal a cooler containing ice cream. The three spots share a common thread of misleading items containing other items. Aside from the guitar, the palace and the Komodo dragon, in "Scent Vacation" Mustafa also picks up a mountain goat, which he spins around to reveal a harp.

Mustafa gained significant popularity and notoriety from the initial ads, and he and Old Spice capitalized by producing a plethora of online videos featuring Mustafa in-character. In a series of videos, Mustafa responded by video to numerous Twitter posts directed to Old Spice's Twitter account, including several videos directed towards celebrities.

Other longer videos were created as well. In , it was announced that Fabio would become the Old Spice spokesman, leading to criticism from fans of Mustafa.

This led to a poll as to which spokesman viewers preferred. A "Mano a Mano" video was produced featuring a confrontation between the two. In the " Make a Smellmitment " crossover campaign, Mustafa advertises Timber in some advertisements, Mustafa instead pitches another scent, "Swagger" in his usual deadpan, while Crews touts the virtues of Bear Glove in the high-energy, absurdist style common to what is seen in Crews's ad campaign.

Clean segued into Tide ads because all of the clothes in them were fresh and clean, including Mustafa's white pants. The New York Daily News gave the initial ad a favorable mention, citing Mustafa's "wildly smug, cool-cat smooth dude persona", which "helped make the cologne commercial pop".

The created feeling of connection between the Old Spice Man and the audience, which is also known as a para-social relationship, [15] formed an important part of the success of the campaign. The spot has been parodied on Sesame Street , where the monster Grover takes Mustafa's role to illustrate the word ' on '.

It was also parodied on iCarly , on the episode " iOMG ". There was also a parody made to advertise the film Puss in Boots and in , featuring Mustafa, to advertise Hulu. It was parodied by How It Should Have Ended for an episode on It Chapter Two , where the character Mike who is played by Mustafa in the film puts his own spin on the commercial's lines.

From Wikipedia, the free encyclopedia. Isaiah Mustafa. Retrieved New York Daily News. Creativity Online. Crain Communications. Retrieved 14 July Understanding celebrity. Toronto Star. Retrieved 13 October Super Bowl commercials. I'm going to Disney World! Hidden categories: All articles with unsourced statements Articles with unsourced statements from September Articles with unsourced statements from March Namespaces Article Talk. Views Read Edit View history.

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The Man Your Man Could Smell Like

Hello, tropers. Look at your trope, now back to my trope, now back at your trope, now back to my trope. Sadly, your trope isn't like my trope. But if you read this description, it could be described like it's my trope.

Sometimes it helps to talk with someone experienced at working with people getting started in voice-over. We're always glad to share our knowledge with you!

Several of the videos feature Mustafa answering people's questions and comments received via Twitter , Facebook , Reddit and other social network channels sponsored by the American grooming products brand. Isaiah Mustafa made his debut as the Old Spice commercial model during the Super Bowl held on February 7th, Titled "The Man Your Man Could Smell Like," the video featured Mustafa delivering a fast-paced monologue as the green-screen scenery changed from a bathroom to a beach ending with the actor sitting on top of a horse. The original commercial was well received by the audience and a number of sequel ads like "Vacation Scent" and "Did You Know?

The New Spice Guy

Fandom isn't a noun, it's a verb. Fans create; they engage; they discuss. From comics to clothing, boundaries between fans and creators are blurring, and in this new fandom-based economy, it's clear: consumers may buy a product, but it is fans who can make or break it. An essential guide to the fan-fuelled future, Superfandom explores the explosion of fandom and its transformative impact on culture and business. In chapters centred on illuminating case studies, experts Zoe Fraade-Blanar and Aaron Glazer delve into the history, sociology and psychology of fan culture, and how it can change the way business works. With them we visit Disneyland, drink Frida Kahlo branded margaritas, meet the fans who rebelled when Polaroid discontinued its film, and find out how fan-modding of Grand Theft Auto adds value to the game. The internet allows direct access to this world: businesses can talk directly to their fans, hear their needs and desires, and react in real time.

Old Spice guy returning for round three

In an indicator of the campaign's popularity, there first is a second "coming attractions"-type trailer going online Wednesday which takes you beyond former football player Isaiah Mustafa's muscular torso — to his "striking brown eyes," if he does say so himself. Has the market volatility got you nervous? These cartoons may give you a little comic relief. In another effort to keep the buzz going for the YouTube hit, a yet-to-be-named "superfan" will get to debut the commercial on his or her own social network page or feed, sometime before Super Bowl Sunday.

Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation.

But just in case you were living under a rock, the Old Spice commercial was first a YouTube success, followed by a TV ad, followed by a massive social media response campaign that got the whole world talking. Its idealistic stance means the brand suddenly became alluring to both young and old alike in a unisex way. Thus, the concept of a brand message swiftly became a brand conversation, back and forth, across platforms and mediums, which helped it scoop six Blades Awards for creative and digital advertising.

Old Spice talks to the ladies, man

Emma May. Social Studies Commercial Propaganda: Old Spice.

SEE VIDEO BY TOPIC: TFS Abridged Vegeta - Look at Your Man

That made sense. The same couldn't be said for much else in the sublimely silly 30 seconds that went on to captivate popular culture and launched one of the most beloved marketing campaign ever made. Portrayed by actor and former football wide receiver Isaiah Mustafa, this particular stud turned the suave up to His confident, rapid-fire delivery described the acton unfolding on screen, as he moved—seemingly at the whim of the personal-care gods—from a shower to a boat and onto a horse. The team accomplished all this in a single take, shooting on location at a beach in Malibu, with CGI used only briefly, as gems poured through Mustafa's outstretched hand. Mustafa's oft-mimicked opening lines—"Hello, ladies.

Engagement Example: Old Spice

Saw an article yesterday about an ad that made an impression on me when I saw it a few months ago. In the commercial a buffed man wearing only a towel is standing in a bathroom looking straight at the camera and says,. First because I live to laugh, also to dine, drink, entertain, be entertained etc. Second, this is an example of how our attitudes and beliefs are shaped by language. Indeed our experience of reality as our truth is crafted in language. This old spice commercial demonstrates how we can be hooked by a conversation, either — as in the OS commerical — because it is new and confronting, or as is often the case because it is repeated over and over again as is done with many commercials or by news editorials.

Smell like a Man, Man is a television advertising campaign in the United States created by ad "I'm on a horse", delivered as the camera zooms out to reveal to the viewer that Mustafa is now sitting atop a horse. The ad was again shot primarily in one take, involving an automatically rolling log, an under-water platform,  Agency‎: ‎Wieden+Kennedy.

The campaign is also commonly referred to as The Man Your Man Could Smell Like , being the title of the campaign's initial second commercial. The campaign was initially launched to market Old Spice's Red Zone After Hours Body Wash , but has subsequently been expanded to include other products following the success of the initial advertisements. The campaign targets female viewers, despite the product's target market being male, as the company determined that women frequently make purchasing decisions in respect of hygiene products even for male household members.

The Man Your Man Could Smell Like

How could they market body wash to female purchasers and yet still cast the product as decidedly masculine to lure men away from bar soap? Mustafa, standing in a towel in a bathroom, as the spot begins. Now back at me. Now back at your man.

How the Old Spice hunk took over the world

You'll see real-world best practice examples and learn what metrics they use to gauge success. You will also learn the importance of infographics and the impact a well-designed landing page can have on your bottom line. All of the social skills you have learned thus far will be put into action with a multimedia filter and focus blog that you will create to demonstrate how social can enable real-time marketing results.

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