Shouldn't Marketing Speak With One Voice?

Where I questioned Coke's lack of local distinction last time, today I'm bemused by what I perceive to be Old Spice's defensive localisation.

The ad above is one of a series that has appeared recently. This one refers to jet fighters and punching as designators of the manliest man in town, another cites monster trucks and tool boxes. To me, the tone of voice is completely at odds with the intelligent wit of "the man your man could be" that is also airing here.

It's much more aligned with the status quo of the marketplace and seems to be designed to appeal to (or more precisely not alienate) the traditional Lynx/Axe customer.

But, unless you're the market leader, your marketing must surely be designed to change your world in some way. A status quo in which you're floundering is exactly what you're fleeing and any hint of trying to sell your product in the same way the competition does should be avoided.