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