Old Spice kept the majority of Grammys viewers in the dark with a French perfume ad parody, before releasing the subtitled version on social media

If you happened to catch the Old Spice ad during the Grammy Awards on Sunday, you’ll have noticed that besides from a few mentions of the brand, the dialogue was completely in French—and when it aired it had no subtitles to clue in non-French speakers.

It’s a weird, yet not completely uncharacteristic move for the brand, which often pulls quirky stunts in its advertising. Still, leaving the majority of your viewers in the dark is a risky move. That was precisely the point. Old Spice wanted to generate buzz on social media, releasing a subtitled version on all their channels after the TV video aired. According to Adweek, the spot was in French because it’s actually a parody of French perfume ads.

In another unusual twist, the ad’s main character is a woman, instead of one of the usual Old Spice men. This was the brand’s first commercial for the Grammy’s, and it definitely wanted to stand out.

Old Spice

If you happened to catch the Old Spice ad during the Grammy Awards on Sunday, you’ll have noticed that besides from a few mentions of the brand, the dialogue was completely in French—and when it aired it had no subtitles to clue in non-French speakers.

It’s a weird, yet not completely uncharacteristic move for the brand, which often pulls quirky stunts in its advertising. Still, leaving the majority of your viewers in the dark is a risky move. That was precisely the point. Old Spice wanted to generate buzz on social media, releasing a subtitled version on all their channels after the TV video aired. According to Adweek, the spot was in French because it’s actually a parody of French perfume ads.