If you’re old enough to remember 80s action flicks, then no doubt you’d remember Dolph “Ivan Drago” Lundgren.
The Swedish actor – now 64 – starred in some 80 action movies, but was probably best (only?) remembered for playing the wonderful Russian villain in 1985’s epic Rocky IV.
That’s not stopped Old Spice from digging through Lundgren’s back catalogue of films for witty new spots flogging its anti-perspirant range.
Creative agency Weiden+Kennedy has used a process known in the movie industry called “deepfaking” that saw it take actual Lundgren films from 40 years ago and computer generate them into the new spots today.
A Weiden+Kennedy spokesperson explained the process thus: “The algorithm generates a completely new face from the source images, which means we don’t have the ability to make Dolph look like one particular photo or role. His likeness is an aggregate.”
For his part, Lundgren hasn’t commented on the spots, but we assume he was in on the act.
Check out the first of the ads HERE. And the other spots below:
