Old Spice / Pimp the Extreme Ninja Master Runaway Chef Ink Tank Factor Has Talent Brazil
Making a sexist product name sound like a joke for Old Spice
Problem:
The client (a Venezuelan living in Panama) wanted Old Spice to reward Brazil's biggest 'Cabra Macho',
a violent and sexist portrayal of men in the country.
Insight:
To avoid social backlash, we harnessed Old Spice's biggest superpower: not taking itself seriously. So my brief to creatives was to make it sound like a joke.
Solution:
Instead of supporting 'Cabra Macho', we laughed at it, by creating a satire about reality shows.
Results:
Episodes were fully aired on TV, without interruptions, as a special media format (a.k.a a longer ad).
Broadcasted exclusively in Brazil, the show reached 20 million people in Old Spice's target base (Brazilian male youth) and a total of approximately 31 million people (PayTV and digital combined).
The Season finale reached the highest rating amongst the target audience on PayTV on that month.