we're confused by the men your man could smell like
Everyone has been talking about the brilliant Wieden + Kennedy Old Spice ads, but we must point out the fatal flaw: It's damned complicated to actually buy the product. You see, Old Spice has failed to minimize the burden of choice. When we were kids, Old Spice had one scent, a naval-minty-seaside thing that our dad wore, and it was a known entity like vanilla or chocolate or clover in spring, a fond memory evoking the scent of the leather band on grandpa's wristwatch. Now, your supermarket carries Old Spice Aqua Reef and Red Zone and High Endurance Pure Sport, and perhaps a Classic in there somewhere. We dig the spots, the YouTube Twitter responses, the humor, the manly Isaiah, yes we do. And yes we get the concept of shelf space.
But that burden of choice -- you know, making the purchase decision more complex than it has to be -- is always a mistake. Sorry, Old Spice, we didn't pick one up; smelling like your man was way too complicated.