Wieden + Kennedy’s Make a Smellmitment for Old Spice, with Terry Crews and Isaiah Mustafa, is over. Old Spice’s absurd humour is not. Old Spice is now Legendary Protection for Legendary Men.
Old Spice has launched a Hardest Working Collection line of anti-perspirants and body washes. Wieden + Kennedy has given it a new promise, Legendary Protection for Legendary Men, and a new hero, the Legendary Man.
The two core ads, Whale and Rocket Car, are parodies of pretentious fragrance ads, each with a brilliantly scripted voiceover adding oomph to the mockery. (A man practising tennis with two racquets, standing on a whale in the middle of the ocean and wearing a blindfold with sunglasses on top wasn’t enough, apparently.)
The ads were directed by directed by Steve Rogers of Biscuit and Revolver and are running on TV in the US in 15, 30 and 60 second versions, as well as online.
The agency has also released a series of digital mock infomercials, hosted by “The King of Products”, Bob Giovanni.
Rounding out the campaign is partnership with international military-style endurance event company, Tough Mudder. Old Spice has become the official Men’s Body Wash and Anti-Perspirant/Deodorant for the obstacle course series. The brand will provide post-event rinse stations and changing areas as well as samples for all event participants in the US this year.
Will Dean, chief executive officer and founder of Tough Mudder, commented, “Old Spice is a perfect partner for Tough Mudder, and we’re excited to introduce its new Hardest Working Collection to our participants in 2016. With more than 20 obstacles over 10 miles, Mudders face extreme physical challenges that require teamwork and mental grit. They deserve products that will meet their needs, and the Hardest Working Collection will keep them fresh no matter what they face on course.”
Janine Miletic, Old Spice brand director at P&G, added, “Old Spice has a proven track record of delivering unrivaled protection. Guys have come to know and love Old Spice for the premium scents we offer and our current line up delivers performance on parity with competition. With the launch of the new Hardest Working Collection, we’ve taken that performance up a notch. Truly delivering Legendary Protection for Legendary Men.”
