“For the commanding man”: lathering up the male ego

A few days ago I was in the supermarket when I happened upon Old Spice body wash. I’ve seen the commercials so even though I’ve never bought this product I was somewhat prepared for the ridiculousness that is Old Spice marketing.

What kind of guy looks at this packaging and thinks, ‘Oh yeah, that sounds like me! Maybe now that uptight bitch at the office will notice me’?

IMG_4086

Of course, it’s all intended to be ironic in the ‘Yes, I know it’s stupid and that’s the point’ hipster vein. But acknowledging that something you’re deliberately doing is stupid doesn’t make it any less stupid (quite the opposite, actually).

If I recall correctly, at some point while I was in university men started to care about what kind of body wash they use. Deodorant was no longer just a way of making sure you didn’t reek. It was a surefire way to turn any woman close enough to smell you into your own personal sex slave. If I had to take a guess I’d say the marketing team at Old Spice wasn’t satisfied that metrosexuals were doing a good enough job of defending masculinity.

IMG_4092

The Old Spice family is a diverse one. Whatever your self-image and olfactory orientation, they’ve got you covered.

IMG_4085

Are you a big, burly bear? A swift-minded hawk? Or perhaps you’re a howl-at-the-moon type? No? That’s okay. Old Spice has loads of other manhood-validating options.

IMG_4100

DANGER!

I would love to set up a hidden camera in this aisle. Some of this stuff doesn’t even make sense. I can understand a forest being fresh, but what exactly does it mean to be fresher than nobility?

IMG_4088

“Life success”? UGH.

Now for a painful confession: there is one that I actually liked but I won’t say which one. I don’t want to give these weirdos any credit. Though I will say it’s not Denali – which is either really popular or sucks so much it doesn’t get restocked.

IMG_4089

Who knows? Apparently it smells like wilderness, open air, and freedom.

Anyway, whichever variation the Old Spice man chooses, at least he can be sure he won’t feel insecure in the shower. Because the male ego should never endure one second of not being stroked. Even while one is scrubbing one’s nether regions… or maybe that’s when it’s needed most?

IMG_4094

Advertisements

1 Comment

Filed under Feminism & Gender, Humour, Politics & Society

One response to ““For the commanding man”: lathering up the male ego

  1. Pingback: ‘Real’ nations and ‘real’ men | Lavender Blume

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s