Subtitle: When a spokesman ‘jumps the shark’. Will Ferrell’s cross promotion of Old Spice deodorant with his Semi-Pro flick highlights his diminishing appeal as a brand. I, personally, like the commercials and think it works well with the demographic Old Spice is positioning itself to attract. But I believe the campaign shines a light on the decline of a Will Ferrell’s brand. I think we see this happen time and time again with many former SNL characters. (See: Adam Sandler) He has used his limited acting ability to continue to play the aloof, goofy, and irreverent character. It’s losing its appeal. The Old Spice campaign is putting the seal on his mass appeal. Of course, Will Ferrell will continue to have his devotees but I believe we have witnessed another decline of a brand.

Article Tags: Beneath the Brand | brand | Old Spice | sponsorship | TalentZoo | will ferrell
Filed under: Advertising, Branding