Old Spice is digging into UK culture launching a branded Grime music video into the home of the Grime scene. With Grime originating in London, the campaign entrenches itself in the music, style, and energy that shape British youth culture. By collaborating with Chip and harnessing the genre’s gritty authenticity, Old Spice ensures its message resonates with its target audience.
Old Spice’s new agency, Recipe, is responsible for the Old Spice collab with UK Grime artist, Chip, and their track, Big Man Ting, with its message about being an independent man – finding your own path, own style, the distinctive scent to go with that, and manhood.
Big Man Ting targets men on the eve of adulthood – and their craving to show that they’re already. Switching to their own scent is part of that.
The campaign is a major moment for the brand, positioning Old Spice as the British ‘coming-of-age’ deodorant and executed with Old Spice’s smartly ridiculous flair. The track disses the sameness of generic deodorants (you know the brand) using Chip’s signature “tell it like it is” manner, presenting Old Spice as the scent for standing out. Chip’s message to boys who “still smell like they’re stuck in school” is that it’s time to level up and step out.
The two-minute song with music video that leads the campaign is supported by 20- and six-second cut-downs for TikTok and YouTube, as well as OOH across major UK cities.
Ella Salkeld, personal care brand director at Procter & Gamble, stated, “Old Spice wants guys everywhere to have the confidence to be their authentic selves, celebrate uniqueness and have fun along the way. You never know what you’re going to get with Old Spice – it has such a strong brand identity so bringing that to life in a British way was a marketer’s dream. From entering into the grime scene and partnering with Chip, to finding a big red boat in the capital – every part of this campaign has marked something new and exciting for the brand; all executed with Old Spice’s smart ridiculousness (and sea of red). We look forward to continuing to work with our trusted retail partners to further bring this campaign to life in the UK.”
Mike Plumridge, creative director at Recipe, added, “I remember when I was a stinky boy, covered in sweet-smelling deodorant. We all wore the same thing and we wore a whole lot of it. I wish somebody would’ve given me a good talking to, so that’s what we set out to do. But the stereotypical manly tropes weren’t gonna cut it with today’s young men, we needed to deliver a firm wakeup call in a way they’d understand – a diss track. So, the talented Chip took our little idea and turned it into a truly witty and catchy belter. We were lucky enough to have Kevin Hudson direct, and he delivered something classically grime, but with all the fun and colour of Old Spice. In keeping things authentic, the process was like no other, so much credit to Old Spice for trusting us to try something new with them.”
Credits:
Client: Old Spice
Client: Chip
Manager: Ashley-Rae Campbell
Creative Agency: Recipe
Founder: Dan Jacobs
Creative Director: Michael Plumridge
Design Director: Ben Longden
Content Producer: Alastair Morgan
Head Of Planning: Dom Roe
Planner: Jonathan Pein
Producer: Peter Todd
Business Director: Luciana Bhangu
Head of Production: Lisa Dawson
Agency Producer: James McColgan
Production: Recipe
Director: Kevin Hudson
Producer: Mirriam Matthew
Production Assistant: Selin Ok
Production Manager: Michael Olaitan
Director of Photography: Dominic Lake
Steadicam: Marcus Albertsen
1st AD: Sue King
Post-Production: Recipe
Editors: Anu Gopalakrishnan & Jack Booth
Motion Designer: James Fisher
Graphic Designers: Olivia Walden &Suda Phusahas
Post Production & VFX: Scurrmgur
Music & Sound: Mojzyo, Prezmade & MSM Engineer
