The Old Spice man on the horse is back only now he is on a deer! While the original series were very funny and successful this Christmas ad didn't quite hit the spot with the German audience
. Perhaps because some people were not familiar with the original series, therefore the humor of the character was lost on them. Low relevance seems to drag the action scores down: purchase intent, desire to learn more or tell others which will likely be reflected in the sales.
Much can be done by piggybacking on the legacy of the well established characters but there are limits. The ad should be able to stand alone too. Some improvements can be made to this ad to re-introduce the character to the audience and show those who are not familiar why exactly he was funny and successful in the past.