Anatomy of An Insight: Crib In My Pants

I have been playing this on rewind throughout the whole day:

Business insight: Beards have been all the rage last couple of years thanks to hipsters and Zach Galifianakis. Because of that the shavers and razor blades have not been that much in demand. That has forced shaving brands to move more to trimming and also expand from shaving to overall manscaping territory. This ad is for styling razor and what is also notable is that the main male protagonist sports stubble. Sometimes you need to find additional usage for your product if it loses the relevance.

Human truth: Guys do not really care about personal care. They would not use deodorant, shave or shower without women. They are either forced to use the products, they are using them in hope of becoming more attractive or they are just using whatever is available. These basic insights have been the goldmine of pretty much all the great personal care advertisements. You use Axe, because you want to get laid. Old Spice knows that it is your wife, who is buying your products. You should use Dove Men, because you are so lazy that you are using your wife´s shampoo.

The formula for this ad is great. First you seed doubt with the female testimonials and make guys insecure about their “crib´s” condition. Then you lighten mood with the humorous song with witty lyrics. Finish it off with the main benefit and product shot. Marvelous!

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