Entertainment Play Action Analysis

The sweet smell of money – that’s what Proctor and Gamble hopes for after Partnering with Will Ferrell as Jackie Moon, a frisky 1970s basketball player featured in New Line Cinema’s upcoming comedy “Semi-Pro.” Ferrell recently taped a series of farcical commercials to promote Old Spice’s newest product line, Pro Strength antiperspirant. In turn, the R-rated comedy will undoubtedly receive additional marketing benefit from the ads.

Proctor and Gamble hopes that their comedic Screen will reach Pro Strength’s young male consumer target audience, a high fit move since young men prefer humorous forms of communication according to the Feb. 27 L.A. Times article