In the “Red Sweater Old Spice” commercial the opening scene is of a woman smelling a red sweater reminiscing of a man she once met that wore Old Spice. (Figure 1) This commercial takes place in France, a country known for love. To keep the memory of this man she names her dog “Old Spice” after the cologne he wore. At the mention of the dog she realizes that the dog is missing. She goes looking around the town yelling “Old Spice”, the dog's name, and telling neighbors of her missing pet. Soon the whole town, of what appears to be only women, are searching for this dog. All the women are young, feminine, attractive wearing long conservative dresses. They all are seen in a panic searching for “Old Spice”. When eventually the main actress is seen leaning against a wall, portrayed as weak and drained. She then turns the corner to find the man of her memories and her dog. The man is shown as strong and masculine, and the woman throws herself into his arms. They share a hug before she tells the man that they should go home and eat escargot (snails).

The whole commercial is spoken in French, with English subtitles at the bottom. The only word that listeners can understand is “Old Spice '' throughout the whole commercial without English subtitles. The woman in the beginning smelling and reminiscing about a man that wore Old Spice, is inside her home with a picture on a nearby table of a man wearing a red sweater similar to the one she is smelling. This shows that the man wearing Old Spice left such an impact on this woman that she would keep his sweater and keep pictures of him in her house. She also named her dog “Old Spice” after the cologne that the man was wearing.

When she realizes her pet is missing she goes screaming into the streets “Old spice!”, and knocks on the neighbor's door exclaiming about her missing dog. (Figure 3) The neighbors seem just as distressed about the missing dog as the owner. The next scene is of all the women in the town running around screaming “Old spice” for the dog. The only woman in the commercial scene that is not young and attractive is an old woman in a nearby balcony claiming that dogs are a lot of work, she is also the only woman in the commercial not searching for the dog. The original woman cuts her eyes at the old woman and continues to search for her dog.

When the woman takes a break from all her screaming and running around, she is seen leaning against a wall claiming how she will never find her dog ever again. Then when she turns the corner she finds the man who found her dog. The man is seen in a bright light in his famous red sweater. (Figure 4) She thanks the man and invites him home to eat dinner. In the English subtitials she says that they will go home and eat snails. (Figure 5) With the town shown as only women that are faint and dainty the directors add contrast when they bring in the man known for wearing Old Spice, as he is shown as manly and brawny, due to his cologne.

Even though the man says nothing throughout the whole commercial he is seen as a hero. He is mentioned to have left a lasting impression on the woman, and then he is seen as a knight in shining red sweater by finding her dog. This is all because the man is remembered through his cologne of Old Spice. I believe that the directors of the commercial make him the only male seen in the commercial to show that there is no competition for him because he wears Old Spice. In Kilbourne’s “Two ways a Woman can Get Hurt”, it states that “Men conquer and women ensnare…” (Kilbourne, 489), this is proven in the Red Sweater commercial because all the women in this commercial are beautiful and petite, while the man holds their attention through his prowess and great smelling cologne.