Old Spice question

 How does the Old Spice advert effectively use a combination of convention and subversion to market the product?

The old spice advert uses a combination of both convention and subversion to market the product as Old Spice is trying to make something new by using subversion such as using a more goofy and bright colour scheme as this advert doesn't convey the typical features of a fragrance advert, this could help use market the product as it is being portrayed as different and since Old Spice was a fragrance ad typically marketed for masculine and macho men, this goes against their norm since it does not convey convention. However Old Spice does also use conventional features to market the product, such as the product placement, celebrity endorsement, direct address and a traditional font, the product placement is used so that typically you look at the top left then move down to the bottom right. Celebrity endorsement is also used so that people will buy more of the fragrance since a celebrity is using it, and in this instance, the model for it is a american footballer which helps market the product so that men can instantly recognise this celebrity and buy the product. Direct address is used so that it can help communicate to the audience so that it could tell them indirectly to buy the product. However, even though this uses subversion, this also contains conventional features since a fragrance advert should typically include conventional features, and in this case Old spice is quite successful in advertising the product by using combination and subversion to market their product