Dear Dairy Queen and Edge Shave Gel – Stop Ripping Off The Old Spice Guy

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Okay, I get it…we all miss the Old Spice YouTube campaign. It was a great example of how a brand can come up with the unique idea and then engage their fans in a way that raises brand awareness and changes perception. Before the campaign, Old Spice had a stigma as an “old man’s aftershave”, but that changed when the brand chose to engage an entirely new audience via Twitter and YouTube. In fact, it’s probably one of the best uses of social media in 2010.

And while imitation is definitely the sincerest form of flattery, the recent attempts by Dairy Queen and Edge Shaving Gel to leverage the success of the Old Spice format, they just come off being desperate and lame.

Dairy Queen’s spokesperson is a guy with a guitar that plays dolphin sounds. It doesn’t come off as unique, innovative, or funny. Instead, it comes off as awkward and a little bit creepy. Edge Gel’s ripoff is even more blatant, with their spokesperson moving from room to room and different events occurring. Again, an awkward, blatant ripoff of the Old Spice guy. Maybe Old Spice should respond?

The big letdown, here, is that Edge did a great job with their Edge Shave Zone Twitter campaign, so this copycat approach is disappointing. DQ and Edge need to seriously question their advertising partners’ understanding of social media and whether a viral campaign can ever be replicated.  Next think we know, they’ll be tweeting and setting up a YouTube channel.

I’d be interested to hear thoughts on whether viral campaigns are usually “one and done” or whether they can be replicated in-part or in-whole by other brands. Feel free to leave thought/feedback in a comment.


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Comments And Reactions

  1. Jose Guillen says

    Are they the same guy? The DQ guy and the Edge shave gel guy?

  2. Just saw the Edge ad (I’m in the US on business)… Can’t help noticing it’s an even more obvious copy of this road safety one from New Zealand (last year) –

  3. To edge and espcially dairy queen. The only people laughing at your commercials are the ones who made them. I get embarrassed every time I see the random shaving bunnies and water skiing commercial its just horrible I never even come close to cracking a grin. It just makes me want to never ever ever ever eat dairy queen or shave with edge. I can’t even believe I went out of my way to leave a comment about this but yes its that bad. So dairy queen go back to the stupid lips thing and edge just save your money from the commercial don’t waste your time.

  4. knobblock says

    The Edge Shave Gel is a blatant ripoff, yes.

    The DQ commercials are nothing more than chains of outrageous activity- the Old Spice doesn’t have a patent on that old piece of comedy, sorry.

  5. Wow. They are just commercials. Relax.

    • Sean R. Nicholson says

      I get that they’re just commercials, Bridget, but I think they are great examples of the laziness going on with today’s marketing industry. It’s what I refer to as the “me-too” complex. When one company does something unique and interesting, 10 other agencies say “let’s do that”. Rather they relying on their own creative talent to come up with a new, novel campaign, they just rip off someone else.

      Just not a fan of “me-toos” 🙂


  6. I absolutely agree. It is absolutely a “me too” and it’s an insult to anyone watching. It’s lame and pathetic. Is it really that hard to at least try to come up with something original? When you see something successful and original, what you’re supposed to be inspired to do is,…. come up with something that is also original. But, then, there’s the lazy way……..

  7. Are you all serious? These commercials are not even close to ripping off old spice. That’s like saying Cheerios is ripping off Wheaties because they are eating cereal in both commercials. Get a Life!!

    • Sean R. Nicholson says

      Glad you shared your opinion, Debi, but I think you’re in the minority on this one. Some of the biggest traffic searches to my site are terms like “DQ ripoff Old Spice” and “Edge ripoff Old Spice”.

      Thanks for sharing your $.02 though.


  8. Have you ever thought that the guy who wrote the DQ commercials is the same guy who wrote the old spice commercials?? He obviously can’t rip off his own work. Tom Kuntz…So before you start accusing of rip offs you might want to do some research. Congrats on wasting your time with this pointless “riot” thing of yours for nothing.

    • Sean R. Nicholson says

      I sure hope that’s not the case. Being in the marketing industry, selling the same thing over and over to different clients can paint you as a one-trick pony. If it is the same person who creating all three campaigns, that just makes it more lame.

  9. Sean R. Nicholson says

    For all of you who are searching for the answer to who the actor in the Dairy Queen commercials is, his name is John Behlmann. If you want to check out his work, his IMDB page is at


  10. Sara Mally says

    The Edge commercial is like the DQ commercial. I Think both commercials are a waste, but some people may like that kind of thing. I am rolling my eyes, anyway. Let’s just be honest, in my opinion, Edge is mocking DQ commercial in a playful way. they think it is funny. I don’t.

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  12. James Anderson says

    My thought would be it was a pretty good way to mocking one another, the same way other mocks apple for the headphone jack but just next year they are all following it… it’s a humor that put a smile on people face, and a happy customer buys whatever you offer them

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