I’m not sure I get it, but what I do know is that it would be pretty cool to have a sailing ship about as long as the Empire State Building. Very nice.
My view on products and advertising is that any market offering sits somewhere on a continuum bounded by interplanetary satellites (which require no reflective design, AKA "marketing communications), and pet rocks, which are all about the message. Deodorant is a few notches above a pet rock. It’s all about the story. And in this case, I really appreciate the lack of boasting about 10-hours-of-superlative dryness! here, and my-isn’t-this-a-cool-shade-of-time-release-blue-gel there. You know what I mean. It’s not about performance-driven features, it’s about how it might make you feel, and from that point of view Old Spice now enters the elite company of experience-centric products such as the Palm V, the iPod Shuffle, the Porsche 911, and any Dyson vacuum cleaner.
And of course, that magnificent sailing ship.
Thanks to Coop for alerting me to Mr. Campbell’s manifesto.