Deon Cole is the ‘fresh’ new face of the brand’s latest campaign promoting the all-new Old Spice Fresher Collection.
The new campaign for the men’s grooming brand states that ‘Men Have Skin, Too.’ It plays off the assumption that guys not only want to smell fresh, but they want and deserve grooming products with real ingredients and benefits like moisturization and exfoliation.
Celebrating the new collection, the brand named actor/comedian/writer Deon Cole (Black-ish, Angie Tribeca) as the new Old Spice Guy, who takes on the role as a global ambassador. Cole will debut in ‘Running on Empty,’ the first spot from the new campaign premiering on television nationwide January 20 during the NFL Conference Championship games.
In the spot, circular logic takes over, as Cole, in a bathrobe, confronts Gabrielle Dennis, complaining that she is using his precious body wash. “All I wanted was to use your body wash,” she says. “All I wanted was to have a body wash…men have skin too,” he quips back.
VICE PRESIDENT PERSONAL CARE, NORTH AMERICA
ASSOCIATE BRAND DIRECTOR
ASSISTANT BRAND MANAGER
Sorry - January 18, 2018
Shower, Getaway, Texts, Basketball – February 1, 2018
Executive Creative Directors
Eric Baldwin | Jason Bagley
Matt Sorrell | Ashley Davis-Marshall
Director of Production
Katie Schaller | Ghada Soufan | Paige Brown | Thomas Harvey
Drew Phillips | Britton Taylor | Samantha Serocki
Brian Goldstein | Melissa Meier | Cherish Lee
Director of Photography
Flame 2D Artist