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'Jackie Moon' Plugs Old Spice

Jocular tie-in to Will Ferrell character to revamp brand

By Jane Yager, Newser Staff

Posted Feb 27, 2008 12:10 PM CST

(Newser) – In its latest move to shed its image as a '70s relic, Old Spice has hired a '70s relic as its spokesman: the Afro-ed, headband-sporting basketball player Jackie Moon. Old Spice hopes Moon, a Will Ferrell character starring in the upcoming Semi-Pro, will attract the coveted young male demographic with humor, the LA Times reports.

The Moon tie-in builds on a recent trend in advertising to young men, the Times says: self-mocking tongue-in-cheek masculinity. A recent Dos Equis beer ad, for example, features the swashbuckling "most interesting man in the world." And the sweaty Semi-Pro star makes a natural fit for Old Spice Pro-Strength, a deodorant for heavy perspirers.

[Images (3)]

[Videos (2)]

This undated photo released by New Line Cinema shows Will Ferrell, right, portraying Jackie Moon and Andrew Daly portraying Dick Pepperfield in the movie "Semi-Pro." (AP Photo/Frank Masi) (Associated Press)

Will Ferrell, left, and Woody Harrelson, from the new movie "Semi-Pro," wait for their appearance on the NBC "Today" program in New York's Rockefeller Plaza, Tuesday, Feb. 26, 2008. (AP Photo/Richard... (Associated Press)

Will Ferrell, from the new movie "Semi-Pro," appears on the NBC "Today" program in New York's Rockefeller Plaza Tuesday, Feb. 26, 2008. (AP Photo/Richard Drew) (Associated Press)

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Jackie Moon Old Spice Number 2 Commercial (portosd (YouTube))

Dos Equis - Most Interesting Man (brentter (YouTube))

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'Jackie Moon' Plugs Old Spice