This Old Spice: Matterhorn advertisement has a lot going on in it. The model is covered in snow with people doing various winter activities on him. People are skiing, bobsledding, mountain climbing, having a dip in the hot tub, or being chased by a yeti. The model is holding the bottle of Old Spice, and this image is captioned with, “Become one of the freshest smelling places on Earth.”
This ad appears to use several techniques. The man and the Old Spice Bottles were edited in Photoshop. The birds circling his head also appear to be from photo images, as well as the background. I can’t be sure how they created the Matterhorn scene, but I might guess that both Illustrator and an actual artist may have been used. There is a great level of detail in each drawn figure, leading me to believe that an artist may have drawn the image and scanned it into Illustrator to be altered further.
Dominance seems to play an important role in this ad. The face may be slightly more magnetic than the rest of the ad, but I would argue that this ad lacks a dominant force. The face, the winter scene, and the red bottles of Old Spice all draw attention equally. This lack of dominance requires an extra moment of attention to absorb the entire ad, and the tagline is also easily overlooked. The use of color is also interesting, as the dominance of white and blue allow the red to stand out a bit more.
racheljungkind 