« Maryland State Fair wants Justin Bieber crowds again, books girlfriend Selena Gomez | Main | How Dan Deacon ended up on Broke-ass Stuart's IFC show "Young, Broke & Beautiful" »

March 30, 2011

Is InfieldFEST's Kegasus an Old Spice rip-off?

The birth of a product pitchman is a complicated process that sometimes involves focus groups, lots of spit-balling, and drinking twenty Old Fashioneds in a row a la Don Draper.

Other times, it just boils down to watering down another firm's more successful campaign and adding a nipple ring.

That may just have been what Elevation, the DC-based firm, did to come up with Kegasus. 

It's hard to imagine there was a pitch meeting to cobble together this thing, but even "The Rural Juror" had its own spitballing session.

InfieldFEST's topless, deep-voiced pitchman already sounded and looked a lot like Old Spice's Isaiah Mustafa as played by Danny McBride. 

But AdFreak points out that Old Spice had already used a centaur pitchman created by Portland-based firm Wielden+ Kennedy about two years ago. 

Compare and contrast:

2008 Old Spice spot:

Kegasus spot:
Update: Asked for a reaction, a W+K spokeswoman said the company doesn't comment on other people's work.

Follow Midnight Sun on Facebook and Twitter @midnightsunblog
Posted by Erik Maza at 2:31 PM | | Comments (6)
Categories: Random stuff


"it just boils down to watering down another firm's more successful campaign and adding a nipple ring."

Indeed, somewhere Sessa is crying about what you have done to his blog.

is your assertion that all centaurs are off limits because old spice used them?

i think the pitch is pretty lame, but overlap is part of the game. at least they've had the integrity to give it a name and motto/catchphrase that works.

old spice played on 'being two things' while infieldfest focuses on being a 'manimal/kegasus.' fair enough.

i think it's a stretch to equate kegasus as being a rip off of old spice. both the content and the style of the creatures themselves are vastly different.

yes. they're both centaurs. i get it. all future centaur advertisements will be a rip off of old spice. heck, all pitchman based ads are a rip off of old spice.

excellent comparison. your journalism is just a rip off of ... other writing, but with a nipple ring.

Kegasus makes perfect sense to me. Nobody seems to have mentioned that he's the pitchman for tickets to a horse race. So yeah... he's half horse.

And I think that the nipple ring is an inspired touch.

Although in theory, readers of the Sun's nightlife blog are just the type to whom Kegasus should appeal, let's face it - more than half of the infield at Pimlico is illiterate.

well gosh esteban/anonymous/dan, that doesn't sound like shilling at all.

shilling? really?

never been to preakness infield. could really care less. and wasn't meaning to be overly negative - just offering my opinion. he asked the question; is it a ripoff?

i say no. its only a ripoff so much as every beer commercial is a ripoff of every other beer commercial.

Post a comment

All comments must be approved by the blog author. Please do not resubmit comments if they do not immediately appear. You are not required to use your full name when posting, but you should use a real e-mail address. Comments may be republished in print, but we will not publish your e-mail address. Our full Terms of Service are available here.

Please enter the letter "j" in the field below:
About Erik Maza
Erik Maza is a features reporter at the Baltimore Sun. He writes for several sections of the Sun paper and contributes weekly columns on music and nightlife. He also writes and edits the Midnight Sun blog. He often covers entertainment, business, and the business of entertainment. Occasionally, he writes about Four Loko, The Block, the liquor board, and those who practice "simulated sex with a potted palm tree." Before The Sun, he was a reporter at the Miami New Times. He's also written for Miami magazine, the Orlando Sentinel, the Sarasota Herald Tribune and the Gainesville Sun. Got tips? Gripes? Pitches? He's reachable at Click here to keep up with the dumb music he's listening to.

Midnight Sun covers Baltimore music, live entertainment, and nightlife news. On the blog, you'll find, among other things, concert announcements, breaking news, bars closings and openings, up-to-date coverage of crime in nightlife, new music, round-the-clock coverage of Virgin Mobile FreeFest, handy guides on bars staying open past 2 a.m. on New Year's Eve and those that carry Natty Boh on draft. Recurring features include seven-day nightlife guides, Concert News, guest reviews of bars and concerts, Wednesday Corkboard, and photo galleries, as well as reader-submitted photos. Thanks for reading.

Most Recent Comments
Recent tweets
Sign up for FREE nightlife alerts*
Get free Baltimore Sun mobile alerts
Sign up for nightlife text alerts

Returning user? Update preferences.
Sign up for more Sun text alerts
*Standard message and data rates apply. Click here for Frequently Asked Questions.
  • Weekend Watch newsletter
Plan your weekend with's best events, restaurant and movie reviews, TV picks and more delivered to you every Thursday for free.
See a sample | Sign up

Photo galleries
Stay connected