Loving Isaiah Mustafa and Hating the New Guy

There has been much criticism of the new Edge Shaving Cream commercial. It has audiences disliking that it resembles Isaiah Mustafa’s acting in the Old Spice commercials. Both these actors display a gross exaggeration of confidence thanks to the products. They also both highlight and suggest masculinity. When it comes to technical applications, these commercials are similar in the sense that there is a fast change of scenery. The scenes aim to guide the narration to describe how this is the product “for men who get stuff done”. In this case, the commercial begins with athletic men in a locker room. It is not ironic that a football was kicked because it suggests toughness and the bond for sports that men of different classes can relate to. Football is also perceived to be a great way to channel American spirit. It suggests also toughness. In addition, it can be a way to target athletes without excluding the average Joe. The next scene rapidly shifts to a bathroom where a man is in the act of shaving. This is also a way to create commonality for men of different walks of life because a great abundance of men shave whatever their race or culture may be. The scene then quickly shifts to a moment of preparation for a groom’s wedding. The wedding suggests that it comes in handy when there is a special event and gives off the idea that the brand is “there for the customer and doesn’t fail”. In other words, a sense of encouragement is created. Next, a garage is used for the setting. Here, men are showing off their handy man skills. It is these men who can suggest that even the middle and lower class are not alienated when it comes to getting the perfect shave. The phrase, “ no matter what kind of stuff we do, we have to get ready to do it,” suggests that no matter what kind of a occupation a man has they all still go through the process of getting ready in the morning. Once again, a commonality is created. Then last but not least, the final scene is of an extravagant home where the narrator has the ideal women of beauty awaiting him; Caucasian, slim, busty, blonde-haired women are used in this commercial. There are actually two in this commercial at the narrator beck and call. This can suggest that polygamy lives thanks to this gel and the softness of a man’s face. The home scene also suggests social class; the tailored man shows how the man setting the table is inferior; when the tailored nab claps his, the man setting the table opens the door to find the woman waiting for the tailored man and not him. Therefore, this commercial aims to target a variety of men. Edge Shaving Cream is aware that the marketing strategies that Old Spice used were successful and in return tried to use it to their own advantage by creating a similar commercial. Can we blame if it helps their business thrive?