It's kind of funny, sure. But it's lost that lovin' feelin.
The original campaign was brilliant because although it was a parody of manliness, there was a great deal of sincerity behind the approach. Mustafa really was the ideal man for many women, and while the things he did and proposed were exaggerated, they still struck a chord deep in the viewers' souls. The original campaign appealed to men because it appealed so much to women — the real decision-makers when it comes to what a man should smell like. The guys just wanted to be there to make sure it really was a joke.
The campaign went further by really personalizing the approach, responding to questions on Twitter, and providing over-the-top responses. But you can only pioneer a tactic once.
The campaign, Mustafa's sequels included, has regressed into male-pandering slapstick. It's as if the brand went from Cary Grant to the Three Stooges. The whole indirect marketing insight has been lost.
And women, seriously, how sexy is this?
|Zombie Freddie Mercury says, "smell like me!"|
Link via Copyranter.