Massive amounts of hyperbole and a lot of humour. Old Spice does it again. The new campaign, Never Let a Friend Lose His Swagger, by Wieden + Kennedy (for an aptly named range, Swagger) also gets cinematic impact, mimicking cheesy dramas to encourage men not to give up on their nightlife because of work, a new baby or the streaming options on TV.
The campaign’s foundations are a study commissioned by Old Spice which found that half of men aged 18-34 would rather have a night in than go out with their mates. 92% of men feel it’s important to maintain their friendships, but 79% spend less time with their mates as they get older. In the last year, 31% said they’d spent more time working late; 28% say they’d spent more time binging TV shows – this led directly to two of the campaign films. Only 13% said that they’d spent more time with friends.
The film, Next Episode, is 1.40 minutes long with all the VFX expected in an action drama film or series. Working Late and New Baby are 45 seconds. Working Late has also been made as a 30 second Spanish language spot.
Credits:
Agency: Wieden + Kennedy Portland
Executive Creative Directors: Eric Baldwin & Jason Bagley
Creative Directors: Matt Sorrell & Ashley Davis-Marshall
Copywriter: Bertie Scrase
Art Director: Christen Brestrup
Head Of Production: Matt Hunnicut
Producer: Lindsay Reed
Studio Manager: Patrick Cahalan
Senior Designer: Ken Berg
Photography: Saskia Thompson
Business Affairs: Dusty Slowik
Account Team: Guy Campbell, Ghada Soufan, Paige Brown & Thomas Harvey
Strategic Planning: Drew Phillips & Samantha Serocki
Production Company: Biscuit Filmworks & Revolver/Will O’Rourke
Director: Steve Rogers
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
DoP: Thomas Townend
Line Producer: Mala Vasan
Production Designer: Drogo Michie
Lime Studios Producer, Bangkok: Wandee Somboon
ASAP Producer, Bangkok: Carson Ng
Editing: Mackcut
Editor: Gavin Cutler
Assistant Editor: Pamela Petruski
Executive Producer: Gina Pagano
VFX: Yours Truly Kevin
Executive Creative Director & Partner: Tim Davies
Head Of CG: Mike Dalzell
2D Artists: Steve Gibbons, Bobby Murdock & Tony Petitti
3D Artists: Matt Longwell, Carl Harders, Greg Mawicke & Nico Sugleris
Senior Executive Producer & Partner: Sue Troyan
Client: Old Spice
Vice President, Personal Care, North America: Freddy Bharucha
Associate Brand Director: Matt Krehbiel
Brand Manager: Gwynedd Davis
Assistant Brand Manager: Omar Goff
