Just when you thought Old Spice couldn’t make any more ads – or get any weirder for that matter – the deodorant brand is back with another round of spots to inspire greatness.
Wieden + Kennedy Portland gave the world a whiff of its new Old Spice Swagger line during Cannes festival with a spot called “Five Year Plan”, featuring a brand new Old Spice guy, actor Thomas Beaudoin.
The new tagline accompanying the campaign is “Smell ‘Em Who’s Boss”.
This new ad is already creeping close to four million views on YouTube, while a string of subsequent ads form a wider campaign approach, introducing two new Old Spice faces: Beaudoin for Swagger, and actor Alberto Cardenas for the new Desperado scent.
Check these guys out here:
Speaking on the campaign, W+K gave this description: “Once there was a man who wanted to be the man. But that man lacked the confidence to be the man. Then along came Old Spice Swagger and Desperado. And soon that man smelled like the man. But not just the man. A better smelling version of the man.”
As one YouTube commenter said, “They must smoke some weird stuff to come up with these commercials”. Sounds about right.