Old Spice: Smell Like Your Own Man, Man by Wieden+Kennedy

Client: Old Spice
Date: Jan 2020
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10 years ago, Old Spice ushered in a new wave of men’s grooming advertising with its ‘Smell Like a Man, Man’ campaign. Now, the Emmy and Cannes Lions Grand Prix-winning campaign is back, with Old Spice Guy Isaiah Mustafa doing ads with his reluctant ‘son’.

The ads take the tone of a young man trying to break free of his famous dad’s shadow, in the quirky signature style of the original. The low-key son is played by Keith Powers (Straight Outta Compton, What/If, The New Edition Story). He represents Old Spice’s new Ultra Smooth lineup, designed for guys who prefer subtle scents but seek superior performance, according to the brand.

In ‘Time Out’, Mustafa as the Old Spice Guy, confidently-yet-embarrassingly slides onto a basketball court in hockey skates, interrupting his son's game to give him a few Old Spice pointers. After multiple over-the-top attempts to convince his son that he’s the grooming expert, including playing the saxophone, the son holds down his preference for the new Ultra Smooth product lineup before father challenges him to a game of ‘Horse’, while on his signature white horse, of course.

In ‘Office Visit’, Old Spice Guy dramatically interrupts his son’s work meeting by rolling in from the elevator on a log, with a proposition to follow in his footsteps and join the “family” business. The son breaks the news that he’s carved his own path, including his own Old Spice product choices that offer new smooth benefits. Old Spice Guy and son agree to disagree and support each other’s choices before Old Spice Guy proudly lets son get back to his business, after a brief visit by a dolphin.

Credits

CLIENT

Old Spice

PROJECT NAME

Smell Like Your Own Man, Man

W+K PORTLAND

Executive Creative Directors

Jason Bagley & Eric Baldwin

Creative Directors

Matt Sorrell & Ashley Davis-Marshall

Creative Directors

Erik Fahrenkopf & Max Stinson

Copywriter / Art Director

Kamey Murphy (Copywriter) & Nicole Blauw (Art Director)

Senior Producer

Evelyn Loomis

Director of Production

Matt Hunnicutt

Account Team Member(s)

Crystal Thomas (Brand Manager), Paige Brown (Brand Director), Thomas Harvey (Group Brand Director)

Creative Operations Manager

Jody Hart

Brand Strategy

Drew Phillips (Brand Strategy Director) & Samantha Serocki (Social Strategist)

Business Affairs

Dusty Slowik & Teresa Lutz (BA Manager)

Design Ops Manager/Design Producer

Scott Meisse (Senior Design Producer)

Studio Designer

Eric Reigart

Senior Digital Retoucher

Kyle Pero & Saskia Thomson

PRODUCTION COMPANY

Production Company

EPOCH

Director

Matias & Mathias

DP

Andreas Bjørseth

Executive Producers

Melissa Culligan

Bidding Producer

Megan Murphree

Line Producer

Ritu Paramesh

EDITORIAL

Company

Joint

Editor

JB Jacobs

Assistant Editor

Kris Faris + Jonathan Schell

Managing Director

Patty Brebner

Post Executive Producer

Leslie Carthy

Post Producer

Casey Wheeler

VFX: “OFFICE VISIT” “TIME OUT” “PICK UP LINE”

Company

Kevin VFX

VFX Supervisor / 2D Lead

Tim Davies

Head of CG

Mike Dalzell

Executive Creative Director / Partner

Tim Davies

Senior Executive Producer / Partner

Sue Troyan

VFX Producer

Jami Schakel

2D Team

Robert Murdock, Susanne Scharping, Tony Pettiti, Steve Gibbons

3D Team

Brian Weaver, Carl Harders, Casey Benn, Greg Mawicke, Kerry Graham, Matt Longwell, Nico Sugleris

VFX Coordinator

Casey Cagle

VFX: “PARADOX OF TIME” “THIS AD”

Company

Joint

Executive Producer

Nirad " Bugs" Russell

Finish/VFX Producers

Annie Rosick, Sarah Usmen

VFX Supervisor

Leif Peterson

Flame Artist

Edward Lopez, Rex Carter

Flame Assistant

Aidan Jung

Colorist

Jasmine Vasquez

COLOR: “OFFICE VISIT” “TIME OUT”

Color Company

Company3

Colorist

Sean Coleman

Senior Producer

Matt Moran

COLOR: “THIS AD” “PARADOX OF TIME” “PICK UP LINE”

Color Company

Joint

Colorist

Jasmine Vasquez

SOUND DESIGN & MIX

Sound Design Company

Joint

Audio Mix / Sound Design

Noah Woodburn

Audio Mix Assist / Sound Design

Natalie Huizenga

Overall Rating
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