Deodorant and Desire

Photo: Old Spice

Facts matter: Sign up for the free Mother Jones Daily newsletter. Support our nonprofit reporting. Subscribe to our print magazine.


The commercials during this year’s Super Bowl were mostly dull and forgettable (and the pro-life ad from Focus on the Family, which we blogged about, turned out to be mild, ambiguous, and even kind of funny). Many of them were passingly creative attempts to capitalize on some pop cultural flavor of the moment like Auto-Tune. Rest assured, however, some ad agencies are still making advertisements that raise the quick sell to a form of compelling, self-aware folk art.

Yes! I’m using a lot of descriptive words, and I’m using them to write about “The Man Your Man Could Smell Like,” a new ad from Old Spice with which I’ve become obsessed. The ad is a fast-talking, absurdist shell game (“Look at your man. Now back to me. Now back at your man. Now back to me.” “Look down—back up. Where are you?” “What’s in your hand? Back at me.” “Look again!”). It parodies the huckster’s art of distracting and disorienting the mark, and takes place in a psychological landscape where objects of desire (ripped, shirtless hunks, tickets to “that thing you like,” diamonds) and settings (bathrooms, boats, beaches) have no permanence—fundamentally changeable elements in the illusory universe of want. Also, the guy in it is really hot. Just watch:  

 

Follow Evan James on Twitter.

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate