Wieden + Kennedy’s absurdist imagination seems to know no bounds and Old Spice is clearly reaping the benefits. W+K has just begun another campaign whose product benefit is housed in the kind of weird scenario that lights millennials’ fires. This time, W+K gets into the life of whatever it is that lives in your armpits. In W+K’s mind that’s American folk (from a long ago era). And they’re under attack from Old Spice Sweat Defense deodorant.
In the first ad, a country couple are bemoaning the dry that has brought “lean times”. There isn’t even enough sweat to grow potatoes.
“At least we have each other,” the husband states…and then they don’t.
In the second ad, two people are huddled over a radio. One of them is sick of “waiting on the sweat” and goes out of his hut to “do something about it”. Bad idea.
The two equally bizarre ads, both 15 seconds long, are running online in the US and Canada.
Credits:
Agency: Wieden & Kennedy Portland
Creative directors: Matt Sorrell & Ashley Davis-Marshall
Copywriters: Ryan Niland & Steve Etheridge
Art director: Chen Liang
Producer: Jennifer Hundis
Account team: Ghada Soufan, Phil Williams & Thomas Harvey
Production company: Gifted Youth
Director: Fatal Farm
Executive producer: Dal Wolf
Line producer: Alistair Walford
Editing: Tommy Harden @ Joint
Post producer: Jen Milano
Post executive producer: Leslie Carthy
VFX supervisor: Katrina Salicrup
VFX executive producer: Alex Thiesen
Mix and sound: Noah Woodburn @ Joint
Client: P&G
Marketing director: Janine Miletic
Associate brand director: Matthew Krehbiel
Assistant brand manager: Eugenia Chacon
Here are some of the campaign’s predecessors:
W+K’s new Legendary Man parodies fragrance ads for Old Spice
