Commercials about deodorant are not a common topic on Ogiue Maniax, a blog dedicated to anime and manga discussion. However, one thing that anime, Old Spice in 2015, and superhero comics have in common is a love of crossovers in varying capacities. With Old Spice, this comes in the form of ads where its two biggest spokesmen, Isaiah “Hello Ladies” Mustafah and Terry “POWERRRRRRRRRRRR” Crews pit their respective deodorants against each other. It’s been a long time coming (and basically instant money for Old Spice), but what stands out to me about these commercials is just how much they actually pay attention to keeping their respective superhuman abilities consistent as they’re utilized to both entice the viewer and outdo each other.
When placing characters into a crossover, especially one that involves a direct conflict, what’s important is maintaining the strengths and identities of the characters being brought together. Superman is immensely strong, unbelievably fast, and has a variety of astounding abilities, while Batman is extremely intelligent, excels at planning, and puts in more effort than anyone else. Detective Conan is a master of deduction and observation, while Lupin III is renowned for his deception and improvisation. When these characters meet, there is ideally a clever interaction that enhances their mutual reputations, and that’s what happens when Isaiah takes on Terry.
Both Isaiah Mustafa and Terry Crews exhibit reality-bending powers in Old Spice commercials, but they’re uniquely different when compared to each other. Isaiah’s “ability” is that he can quickly and seamlessly transition one environment or object to another without a moment’s notice, owing to his status as the ultimate ladies’ man. Terry essentially invades space through the sheer power of his intensely hyper-masculine personality for men, cloning himself, appearing where he shouldn’t, and even blowing himself up. What you see in these series of commercials is how the two try to one-up and counter each other with their specific skill sets, a battle of equals who realize that the other is just as potent and manly as the other, only in different ways.
Basically, while it’s always been clear that a lot of thought is put into Old Spice’s recent commercials, what we see here is an actual consideration for Isaiah and Terry as unique, superheroic characters. Isaiah can’t do what Terry can and vice-versa, and never is there a conflation of what the two are capable of. It’s the superhero duel the world has been waiting for, and in a way I hope it comes to define and influence all future crossovers in mainstream media and advertisement.
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