Old Spice has launched a range for the “sophisticated gentleman”.

“With our new Red Collection and supporting ad campaign, Old Spice is shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France,” explained Janine Miletic, Old Spice brand director at Procter & Gamble.

“After all, we have some of the world’s most renowned perfumers on our team and we’re excited to democratise the premium scent experience by introducing scents inspired by fine fragrance brands to the Grammys and to guys everywhere in the male grooming aisle.”

But that doesn’t mean that Wieden + Kennedy Portland is going to let go of its propensity for wit in the brand’s advertising.

W+K launched the Red Collection during the Grammy Awards with an ad that was in French, with no subtitles. Why? Well, because anything French has elegance, style and sophistication, of course. For a subtitled version, viewers had to go to Old Spice’s YouTube channel. The ad turned out to be a spoof of traditional French fragrance advertising.

https://youtu.be/cZV6ebHoJ08

The no sub-titles ploy was a one-off, but the French theme has continued in the campaign that now has two more executions – a Valentine’s Day play on the game, Marco Polo, in which two people call to one another – the woman being “Spice” and her older lover, “Old”.

https://youtu.be/RiHm-zP-uCg

And then there’s this bizarre little 15-seconder for the range’s hair products.

https://youtu.be/-IVoNVgC8lo

Biscuit’s (and Revolver/Will O’Rourke Australia’s) Steve Rogers directed the spots