Credit: Universal Images Group
The world was a stinky place before underarm deodorant. We take this modern breakthrough for granted, but it took until the early 1950s for deodorant to become a part of a man's daily routine. That's a lot of years of B.O.
Guys have changed a lot since then, so we corralled a number of deodorant commercials from years past to show you how far we've come since the middle of last century.
The Cold War must've really f**ked with people's minds. You apparently couldn't walk down the street without some sort of spy passing off government secrets about missiles or whatever. In this commercial, a sultry temptress drops notes for a mysterious dude in a fedora, making it known through her contact that M-3 fights odor for 24 hours. Good to know...even if M-3 sounds like something that gives us bone cancer.
Dads did a ton of things with their families in the '60s. For example, chisel totem poles and have completely spontaneous dance parties. All that activity must've built up a sweat. The kind of sweat that called for Arrid deodorant. Don Draper had enjoyed a few too many cocktails when he came up with this one...
Technically this is an aftershave commercial, but we'll still give Old Spice props for hammering home the notion of '70s machismo. All you needed back then was Old Spice and a sea captain's hat (and a doofus in glasses sniffing you) to prove you were a man.
And one more from the 70's, 'cause we just can't let it slip that Old Spice's slogan was once simply "Girls Like It." We're sold.
Men were having a blast in the '80s! It was a patriotic decade, and what could be more patriotic than riding trains, playing jazz, square dancing and landing on the frikkin' moon? We were doing it all! Luckily we had Sure deodorant to keep us dry and prove that nothing is more American than our confidence and the Statue of Liberty.
Words can't express how awesome the Right Guard commercials of the '90s were. The decade was filled with angst and irony thanks to Generation X. There was no better way to address this than with celebrity spokespeople. The catch was that Right Guard tabbed guys normally known for being loud and brutal to be refined and classy. Men of the '90s found a balance between the two, and it was led by guys like Hulk Hogan:
And Chuck Norris:
And Charles Barkley:
Men of this era became restless with traditional advertising, and wanted something more absurd. Ask, and ye shall receive! Once again, Right Guard spoke to men in the '00s by hiring Tom Green to represent a generation by siccing tigers on weightlifters.
And now we're back to Old Spice. You know these commercials by now. They're surreal and oddly masculine in a way that neither we nor our girlfriends can describe, which is exactly what the man of today is: mysterious and unpredictable.