Recently, a friend of mine posted on Facebook,

I'm confused... Is this going to make teenagers buy old spice? This is the strangest commercial I've ever seen....

Old Spice | Mom Song :60

I remember going to a digital advertising conference a few years ago in New York where one of the discussions was about Old Spice's success online.

Remembering some of the points from that, I added this comment to my friend's status update:

I think it is brilliant. One of the keys to Old Spice's advertising success has always been knowing its market. While other deodorant makers would have ads with sexy women trying to boost sales, Old Spice came to realize that it is women who buy the deodorant, not the men. (As an aside, Kim buys my deodorant. I didn't know what brand she buys, without walking into the bathroom and checking. It is Old Spice.

No, I don't think teens, or pre-teens will buy Old Spice because of that commercial, but I can think of a lot of moms, proud and frightened, and struggling with their little babies growing up and starting to need deodorant that will see that ad and it will resonate deep down in their core.

When they go shopping and pick up deodorant for their sons, they will think of that ad, perhaps smile, a bit wistfully, and pick up Old Spice for their baby boys who are now becoming men.

Know your audience, it may not always be what you think.