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