Old Spice: Men Have Skin, Too by Wieden + Kennedy Portland

Client: Old Spice
Date: Jan 2019
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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.

Credits

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

LAUNCH DATE

Sorry - January 18, 2018

Shower, Getaway, Texts, Basketball – February 1, 2018

W+K PORTLAND

Executive Creative Directors

Eric Baldwin | Jason Bagley

Creative Directors

Matt Sorrell | Ashley Davis-Marshall

Copywriter

Eric Fensler

Art Director

Liz Malenfant

Director of Production

Mike Davidson

Producer

Nicole Kaptur

Business Affairs

Rylee Millerd

Account Team

Katie Schaller | Ghada Soufan | Paige Brown | Thomas Harvey

Strategic Planning

Drew Phillips | Britton Taylor | Samantha Serocki

Media Team

Brian Goldstein | Melissa Meier | Cherish Lee

PRODUCTION

Production Company

Doomsday

Director

Millicent Shelton

Executive Producer

Danielle Hinde

Line Producer

Alicia Martinez

Director of Photography

Doug Emmett

EDITORIAL

Editorial Company

Joint

Editor

JB Jacobs

Assistant Editor

Jed Stuber

Executive Producer

Leslie Carthy

VFX

VFX Company

JOINT

VFX Supervisor

Leif Peterson

Flame 2D Artist

Aidan Jung

Executive Producer

Rebekah Koerbel

VFX Producer

Annie Rosick

GRADE

Colour Company

JOINT

Colour Producer

Annie Rosick

Colourist

Jasmine Vazquez

MIX

Mix Company

JOINT

Mixer

Noah Woodburn

Assistant Mixer

Natalie Huizenga

Overall Rating
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Overall Rating
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Overall Rating
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Overall Rating
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