When Old Spice delivered arguably the most memorable campaign of all-time (2010’s “The Man Your Man Could Smell Like”), there was always going to be high expectations on any follow-up.
And once again the men’s fragrance brand hasn’t disappointed with its latest trio of ads out of the US.
Created by fabled agency Wieden+Kennedy Portland, the big budget spots parody action movies and lame mates who prefer to stay in or work late rather than go out with their buddies.
The spots promote Old Spice’s latest Swagger range, hence the tag “never let a friend lose his swagger”.
Apparently, the ads were created following some alarming results from an Old Spice online poll that found that 79 per cent of men say they spend less time with their male friends as they get older, while a further 92 per cent say they regretted it.
A further 31 per cent of the poll’s respondents said they’ve spent more time working late. Some 28 per cent admitted they’ve spent more time binging TV shows, while only 13 per cent say they’ve spent more time with friends.
Anyway, forget the stats and enjoy the ads. They’re absolute pearlers and up there with some of the best work for 2019.