Old Spice, New Tricks

August 2, 2018

The Old Spice brand has recently introduced The Gentleman character class for the Dungeons & Dragons role playing game. The Gentleman is tailor-crafted to confidently gallivant about the fantasy landscape, promoting male grooming products to a demographic that could really use them (according to the gamer stereotypes the ad agency researchers read about on the internet.)

This unsolicited intrusion may prove to be pure marketing gold, and other brands will race to stake their claims by inserting mascots into beloved game franchises. Here’s a preview of potential forthcoming collaborations.

  • Hamburglar stars as the anti-hero of the next Grand Theft Auto installment. The young miscreant will roam the urban jungle, hijacking cars and knocking over fast-food joints. His predisposition for the Golden Arches will have players primed to answer in the affirmative when asked, “Would you like fries with that?” Vice City PD will also want to put an APB out for his known associate and white-gloved stooge, Hamburglar Helper.
  • Mystery board game Clue replaces Mr. Green with Mr. Clean. What’s the enigmatic mascot hiding behind that smirk? The answer to that might be “Mr. Clean with the mop,” pretty much in any room of the house. They could all use some tidying up.
  • Players will begin the game of Life as the Gerber Baby and enjoy a worry-free adolescence as Mad Magazine’s Alfred E. Neuman, but eventually grow up and get a job as the Maytag Repairman. The marriage to Mrs. Butterworth will be rocked by an affair with the Sun-Maid Raisin Girl, but eventually they’ll work things out and have a Big Boy of their own. Only the winning player will be able to lay claim to the title of The Most Interesting Man Alive.
  • Halo’s Master Chief will be replaced with Colonel Sanders, who will need all eleven of his herbs and spices to defeat wave after wave of GEICO Geckos on some hellish alien planet.
  • The Charmin Bears may only need a few sheets to get clean, but they’ll discard plenty of toilet paper to clog up the warp pipes and finally let Mario and Luigi utilize their plumbing skills in the next Super Mario Bros. side-scroller.
  • Tony the Tiger, Toucan Sam, and the Trix rabbit are few of the characters to appear in the next expansion of Pokémon trading cards. The cutthroat breakfast cereal business has prepared them for the life of savage gladiatorial combat against other cute pets.
  • Hollywood won’t be far behind, casting the Michelin Man in Fast and the Furious, Cap’n Crunch in Battleship II, and Uncle Ben in the Spider-man prequel.

This trend shall continue ad infinitum, until all of us feel like the Coca-Cola Polar Bears, trapped on the ever-shrinking icebergs of pastimes and media not yet co-opted by clever marketing firms.


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