Gender rarely plays a role when it comes to soup, but Old Spice is looking to change that perception, or at the very least, change the conversation. In a recent video produced by the brand mostly known for grooming products, Old Spice calls upon men to rise to the challenge of being better men.
The video begins with intermittent shots of men standing over pots of soup on a stove, while the sounds of galloping horses and Pantera’s “Vulgar Display of Power” album play in the background. Then, a montage of scenes where men are making fart noises with their armpits, eating glass, and running without their shirts on into a Costco. And then perhaps the most harrowing image of the video, a man giving a woman a fork to eat soup with. That’s where the video takes a beat…and continues with an image of a different man giving the same woman a spoon.
There is a montage of scenes where men are making fart noises with their armpits, eating glass, and running without their shirts on into a Costco.
The rest of the video plays with scenes of firefighters spraying soup from a hose on to a torched YMCA, the Harlem Globetrotters passing a can of Old Spice soup instead of a ball, and a wedding between a man and a woman that is officiated by a bean. Finally, the video concludes with Old Spice officially announcing a line of hearty soups.
Reps from the company declined to comment, but it’s clear that Old Spice is looking to shift the way both men and women eat soup. No longer will the role of gender dictate how soup may be eaten, which is the arcing message of the campaign.
Some of the soups include:
- Swagger Noodle
- Werewolf Bisque
- Cream of Fuck Yeah
- New England Clam Power
- Vegetable Bear Sweat
The soups will be available online and at retail outlets in the near future.
What do you think about the Old Spice Soup ad? Contact NOSHKONG.