By Audrey Kemp, LA Reporter

January 31, 2024 | 3 min read

Namaste? Not today... Deon Cole faces the ultimate betrayal in yoga class as his wife swipes his deodorant spray.

Fans of Old Spice’s humor-infused campaigns rejoice. The dynamic duo of Deon Cole and Gabrielle ’Gabby’ Dennis are back to show just how coveted the brand’s latest innovation – the Total Body Deodorant spray – is.

Launching today, the new commercial, titled ‘How Could You,’ showcases the versatility of the new spray, proving that it’s not just for the underarms but can be sprayed all over the body. The scenario? A yoga studio.

As people stretch on their mats, Cole gives himself and his wife a whiff. He thinks to himself, “Mmm, my body smells good – but so does hers. Did she...”

And just like that, the scene cuts to the ladies’ locker room, where Dennis and her friends are caught red-handed, liberally spritzing themselves with the product while laughing maniacally.

The spot then cuts back to yoga class as Cole gathers the courage to confront her. “How could you?” he asks, looking surprised and bewildered. Without missing a beat, Dennis retorts with a mischievous grin, “It has 24/7 freshness and it smells better than mine. How could I not?”

Directed by Ruganzu ’Riggs’ Howard and created in partnership with Wieden+Kennedy, the new ad marks a continuation of Old Spice’s existing brand platform, ‘Men Have Skin, Too.’

Another new spot, ‘Tub Time,’ will show off the new Super Hydration body wash and soap bar.

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Creative Wieden+Kennedy Creative Works

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