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Consumer Goods/Fashion Advertising Campaign. Erika Saca. Ogilvy

Don Pablo

The competition was fierce

Don Pablo is a popular brand of male grooming products. Market studies showed that it was perceived as outdated. Axe, Old Spice, and other brands were taking away part of its market share.

 

Finding a brand voice

Instead of mimicking its younger competitors, we turned its brand legacy around. Don Pablo became the brand that celebrates gentlemen. Don Pablo found a new positioning and managed to rejuvenate itself while remaining authentic. 

 

To the rescue of gentlemen!

With a tongue-in-cheek tone, the campaign expressed its concern over the endangerment of gentlemen. We created a mockumentary ad, featuring images of endangered species, while a serious voice described the threats that ambush our precious creature.

TV Transcript

There’s a new endangered species…

By 2015 gentlemen will be history.

Their manners have fallen prey to fierce technology.

Texts have replaced love letters.

They’re leaving missed calls instead of ringing the doorbell.

Their serenades have been ambushed by lyrics like:

“You’re my lioness… Back dat' up Mami! Mhmmmmm.”

But there are still a few gentlemen left,

who shower, shave, and use cologne every day;

Those who still remain classy. 

Don Pablo. To the rescue of gentlemen!

Gentlemen are on the verge of extinction.

Don Pablo 

 
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Transcript
There’s a new endangered species… 
By 2015 gentlemen will be history. 
Their manners have fallen prey to fierce technology. 
Texts have replaced love letters.
They’re leaving missed calls instead of ringing the doorbell.
Their serenades have been ambushed by lyrics like:
“You’re my lioness… Back dat' up Mami! Mhmmmmm.”
But there are still a few gentlemen left, 
who shower, shave, and use cologne every day; 
Those who still remain classy.  
Don Pablo. To the rescue of gentlemen!