Posted at 4:22 PM Feb 18, 2010
By Andrea Grimes
I think I speak for many, many people of many, many sexual orientations when I say: get in my bed, Isaiah Mustafa. Ladies and gentlemen, the man your man could smell like!
Behold, a masculinity commercial that doesn't do that irritating pity-us-you-selfish-stupid-women thing.
Why is this commercial so much better than the Super Bowl schlock from this year? Perhaps most of all because it is silly rather than shaming. Yes, The Man Your Man Could Smell Like still wants Men to smell like Men--and not Ladies--which is problematic, considering there's nothing actually wrong with a dude smelling like a "lady," whatever that means. But in goofily appealing to (presumably) hetero women, this seems relatively reasonable considering Old Spice has long been known as a dude-smell, and that surely some women might like their dudes to smell as such.
The commercial is also treating constructed gender stereotypes for both men and women with silliness--I mean, diamonds! And he's on a boat! And he's on a horse! Instead of valorizing some kind of wanky, false male ideal (see the Dockers Man-ifesto), Old Spice is closer to sending up the entire genre of gender-based marketing as a whole.
Want more Mustafa? You're welcome: