Virtue Quest

Eons ago, during the SuperBowl, Old Spice premiered a commercial which became an instant hit. Among the reasons, I think, is because it’s a great example of virtue. Here’s the commercial:

Virtue?

Yes, virtue. First off, it’s encouraging both men and women to strive for excellence. Men, smell like an excellent man. Here’s what the ideal is. (“Sadly, your man isn’t me. But he could smell like me…”) Strive for this. And women, hold your men accountable, accept nothing less than an excellent man.

On top of that, the humor is a humor of excellence: it’s highlighting the absurdity of its claims in the midst of claiming them: “Anything is possible when your man smells like Old Spice and not like a lady.” Obviously not – but great things are possible when you strive for excellence, for virtue. Meanwhile, there’s a joyful exuberance in the exaggeration that I can’t help but laugh at – even after watching it a dozen times or more.

Finally, there’s the artistry of the filmmaking. The commercial is all one shot, with almost no animated effects. (The diamonds were the only part edited in.) Here’s a rather long-winded interview with some of the filmmakers. It’s almost twenty minutes, but it shows the lengths they were willing to go in order to produce a truly excellent commercial. The writers had great faith in the crew, the actor showed exceptional temperance (“He was spot on for every take”) and the director had the courage to attempt such a complex piece of work.

Beautiful. Downright inspiring. Can’t help but love it.

So: go and do likewise.