Because your product is exactly the same as everybody else's. Faced with a choice between Axe, whose ads give off an image I don't like, and Old Spice, whose ads give off an image I do like, I might pick Old Spice.
I'm on a horse.
Seriously though, do you actually not understand that not everybody in the universe is hyper-rational and will occasionally make purchasing decisions based on ineffable considerations of "image", or are you merely rhetorically whining that not everybody in the universe is as hyper-rational as you imagine yourself to be?
You make good points. My wife also agrees with you. I know she agrees with you because the Old Spice body wash appeared next to my shampoo in the shower the day after she saw the first ad in this series.
I'm on a horse.
Seriously though, do you actually not understand that not everybody in the universe is hyper-rational and will occasionally make purchasing decisions based on ineffable considerations of "image", or are you merely rhetorically whining that not everybody in the universe is as hyper-rational as you imagine yourself to be?