Jester

The JESTER lives in the moment Humor, silliness, and nonsense are all in a jester’s toolkit. The goal of a jester brand is to make you smile with light-hearted fun. The Old Spice Man is an all-time favorite ad campaign and the perfect example of a jester archetype. Some male consumers react well to hyper-masculine branding, while others don’t. By making a joke out of these super manly brands, Old Spice appeal to both sides.