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Old Spice gets weird with beards and Kelce brothers in Beard Collection campaign


By Kyle O'Brien | Creative Works Editor

September 24, 2018 | 3 min read

Old Spice continues its weirdness and gets down to “beardness” with the debut of new Old Spice Beard Collection, the brand’s first-ever beard care lineup to help guys achieve the soft, nourished and sculpted beards of their dreams, and the brand has enlisted famous bearded NFL brothers to promote the line.

Kelce brothers for Old Spice

The Kelce brothers for Old Spice beard collection

Old Spice has teamed up with Jason Kelce of Super Bowl champion Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs, to star in the brand’s advertising campaign titled ‘The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards,’ debuting across the brand’s social media channels.

Perfect for guys looking to grow out their beards, the Old Spice Beard Collection includes all of the beard essentials including Beard Wash, Beard Conditioner, Beard Balm and Beard Oil and is available exclusively on

In ‘Lecture,’ Jason Kelce lectures a classroom of bearded men, one with exceptionally out-of-control facial hair. The beard-taming teacher makes sure the guy leaves with a groomed beard, even if it means throwing him through the ringer, so to speak.

In ‘Baby Man,’ Travis Kelce is asked by a man if he can get his autograph, to which Kelce obliges, but rather than signing something, he scribbles a beard on the man’s son’s face.

The brothers also put their beards to work and helped Old Spice pen a beard poem book titled ‘The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards & Other Poems’ that helps men contemplate what it means to have a magnificently soft and nourished beard using the new Old Spice Beard Collection. It is available for download on Amazon starting Sept. 24.

For guys not well-versed in the art of beard grooming and looking for some help, the Old Spice Bearded Quartet is hosting an harmonious Q&A on Twitter scheduled for Tuesday, Sept. 25 at 3pm ET/noon PT. Guys can ask questions about beards (or about anything really) and get an answer back in song form. Tune into Old Spice’s Twitter channel to participate.

Other non-football-related ads in the beard series by Wieden+Kennedy Portland include a baseball post-game congratulations line with the players stating, “good beard;” a short story time segment that just talks about beards; a manly office memo that makes sure bearded employees know about Old Spice Beard stuff; and a man buried up to his neck in sand being groomed by a crab. Essentially, what you’d expect from Old Spice.

See the spots by clicking the Creative Works box below.

Old Spice: Beard Collection by Wieden+Kennedy

By Old Spice

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