"Wow, you pixelate nicely! Choose your branded video game."
With this game website designed to earn attention for three of the brand's body washes, 'Legend', 'Swagger' and 'Timber', Old Spice takes a leaf out of Newcastle Brown's 'honesty is the best policy' TOV document, with this unashamed "branded video game".
This style of tongue-in-cheek tone-of-voice is becoming more and more popular among brands targeting those savvy millennials. Another great example is from drink brand Oasis, who run a poster campaign with copy like "It's summer. You're thirsty. We've got sales targets. Oasis. Refreshing Stuff." And how refreshing it is.