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Old Spice: Never Let a Friend Lose His Swagger by Wieden+Kennedy

Client: Old Spice
Date: Jul 2019
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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.

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

W+K PORTLAND

Executive Creative Directors

Eric Baldwin | Jason Bagley

Creative Directors

Matt Sorrell | Ashley Davis-Marshall

Copywriter

Bertie Scrase

Art Director

Christen Brestrup

Head of Production

Matt Hunnicut

Producer

Lindsay Reed

Studio Manager

Patrick Cahalan

Senior Designer

Ken Berg

Photography

Saskia Thompson

Business Affairs

Dusty Slowik

Account Team

Guy Campbell | Ghada Soufan | Paige Brown | Thomas Harvey

Strategic Planning

Drew Phillips | Samantha Serocki

Media Team

Brian Goldstein | Melissa Meier | Cherish Lee

PRODUCTION

Company

Biscuit Filmworks and Revolver/Will O’Rourke

Director

Steve Rogers

Managing Director

Shawn Lacey

Executive Producer

Holly Vega

Director of Photography

Thomas Townend

Line Producer

Mala Vasan

Production Designer

Drogo Michie

Lime Studios Producer | Bangkok

Wandee Somboon

ASAP Producer | Bangkok | Asia

Carson Ng

EDITORIAL

Company

Mackcut

Editor

Gavin Cutler

Assistant Editor

Pamela Petruski

Executive Producer

Gina Pagano

VFX

Company

Yours Truly Kevin

ECD/ Partner

Head of CG

Tim Davies

Mike Dalzell

2D Artists

Steve Gibbons, Bobby Murdock, Tony Petitti

3D Artists

Matt Longwell, Carl Harders, Greg Mawicke, Nico Sugleris

Senior Executive Producer / Partner

Sue Troyan

COLOR

Company

CO3

Colorist

Sean Coleman

SOUND DESIGN

Company

Mackcut

Sound Designer

Sam Shaffer

MIX

Company

Lime Studios

Audio Mixer/Sound Engineer

Loren Silber

Audio Producer

Susie Boyaian

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Added 27 October 2020
Overall Rating
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