The 2011 Joshys: Part III

Parts I and II

The Joshy Grammy Award: Best music in a commercial. These were good ads to start with, but the music took them over the top.

Winner: Buick LaCrosse’s “Garage” featuring “Stars” by Girls Love Shoes

Dashboard looks very nice, voiceover is smooth and informative, and the commercial is stylish all around. But man, the song bumps. “Stars” has been near the top of my Spotify most-played list for a few months now.

Honorable mention: Captain Morgan’s “Ride Home” featuring “The Passenger” by Iggy Pop

Festive, fun, and catchy are a good combination…especially for a summer commercial.

The WTF? Award: The commercials that I watched numerous times to figure out what just happened.

Winner: Old Spice’s Fabio campaign

Bizarre, and didn’t make a whole lot of sense. Apparently Old Spice then had a battle between Fabio and The Man Your Man Could Smell Like, but by that point I stopped paying attention.

Honorable mention: Walmart’s “Yodeling Cat”

The “Yodeling Cat” is creepy and weird. The original is only on YouTube, but clips of it have been used for a current Walmart TV commercial.

The Wild Cards: These commercials didn’t really fit into any of my categories, but they still deserve recognition.

State Farm’s “Empire State of Mind”

Directed by Spike Lee, this would be a strong contender for commercial of the year. Stirring, powerful, and both solemn and triumphant.

Nissan Frontier’s “Landing Gear” and Hyundai Elantra’s “Fog and Smog”

I thought these were both stupid ads, but they were this year’s #1 and #2 posts on my blog, in terms of views and comments.

Well, that’s the conclusion of The 2011 Joshys. Hope you enjoyed it! I’m going to be heading to New York City through New Year’s, so I’ll try to update occasionally, but it won’t be as often.

I Can’t Believe Fabio Is Old Spice’s New Pitchman

Fabio. One of those icons of the ’90s who we haven’t heard from in a while. I like to imagine he’s been trapped Principal Skinner style under boxes filled with Starter jackets, fanny packs, and parachute pants. But now, he’s in a series of new commercials for Old Spice. Utterly, utterly bizarre commercials.

I usually have an opinion about everything, but after watching all of these, I’m still not quite sure what to think. Vaguely funny, but largely just surreal. Fabio’s rambling sounds like the crackhead/meth head you’d see on the street corner. I’m sure it won’t hurt the Old Spice brand, but these ads seem to be on the jumping the shark border.

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