Old Spice: advert-body-1 by Wieden+Kennedy

Old Spice is going to great cinematic lengths to make sure that guys don’t lose their swagger just because they become dads or start binge watching shows.

‘Never Let a Friend Lose His Swagger’ by Wieden+Kennedy Portland, shines a humorous light on lonely guys with a series of over-the-top dramatized spots. The spots, done with Old Spice’s usual quirky humor, show three guys being pushed out of their comfort zones and revived with Old Spice Swagger scents and deodorants.

‘Next Episode’ is an epic buddy action short. In it, Sarunas Jackson (Insecure, Games People Play) finds his buddy lounging at home, comfy in his sweats and robe getting ready to binge watch for the night. Jackson picks him up with some Swagger deodorant and carries him through the battlefield that is his apartment. Appliances burst into flames and shoot food shrapnel at them before he jumps through a window, then rushes to a van where his friends await a night out.

In ‘Working Late,’ Alberto Rosende (Shadowhunters) finds his friend working on a Friday night. With a cry of “This isn’t you,” he shoves the friend in the chair out the office window on to a zipline, which carries him to a rooftop patio where he starts playing the piano. It was also shot in Spanish, the first time Old Spice has done so.

In ‘New Dad’ a friend hovers above his sleeping friend from a hole in the window and tells him that 8pm is too early to be in bed, even for a new dad. He rescues the friend while the resting wife tells him to bring back potato skins.

Old Spice also commissioned a study uncovering how guys who once traveled as part of a “wolf pack” are now facing a “lone(ly) wolf” epidemic, where their important guy friendships are taking a backseat to “Guy Traps". In fact, 92% of guys feel it’s important to maintain their guy friendships, yet 79% of guys spend less guy time as they get older.