Old Spice (Procter & Gamble) is continuing to reposition their brand, aiming straight at the Axe (Unilever) target market. What’s clever is that it uses the ‘Old’ from its previous image to inspire its new image by implying that it is ‘more real’.

Unlike Axe commercials, which target men with fantasies of sexual conquest, this Old Spice commercial targets women… with fantasies of the man they wish they had.

The commercial was created by the Portland Office of Wieden & Kennedy. I say they hit a home run with this one!

[Spotted at ViralBlog.com]