Smell Like a man, man.

This old spice commercial is appalling. This hetereosexual african-american man attempts to envoke jealousy in heterosexual females. Why should only regular old straight men use old spice body wash? "because it will make you smell super hot!"
So sexist. A standard homosexual male or female isnt allowed to enjoy the delightful smell that is Old Spice body wash? This complete oversexualization of body wash only attempts to speak at heterosexual couples, reinforcing the stated "natural" sexual orientation in society.

How dare Old Spice tell us what a man should be? This commercial simply works upon gender binaries by showing that this is how a man should be.
"Smell like a man, man"

This word choice thoroughly asserts Derridan linguistic tactics. He questions himself suggesting the actual answer, that using the body wash is a positive thing. He mentions the kitchen that your husband creates with his "bare hands" signifiying the idea of masculinity and thus desirability of the heterosexual male back to the female.

Clearly this bricoleur makes use of various devices to grab the attention of straight women everywhere into making their men seem completely inferior. He wants them to believe that he can represent every good thing in life she wants, making something out of essentially nothing.

It seems the Old Spice guy has a case of serious scopophilia.. he is way too happy about showing himself off and having others want to smell like him. He embodies Freudian ideals and that of symbolic imagery using himself as the subject of desire.

This man is also repressing the feminine. He asks how the ladies are doing, but says "fantastic" before any viewer could even think or believe he actually cared!