Procter & Gamble has launched a series of Old Spice advertisements aimed at customers in their teens to early 20s, combining a sense of innuendo and old-fashioned charm. The TV ad currently doing the rounds introduces the theme, “Experience is Everything”.
Bruce Campbell, known for his role as Ash in the Evil Dead movies (which he co-produced), alternates between sitting and striding round and round the edges of a map room, pontificating on experience…
“If you have it you don’t need it. If you need it, you don’t have it. If you have it, you need more of it. If you have more of it, you don’t need less of it. You need it to get it. And you certainly need it to get more of it. But if you don’t already have any of it to begin with, you can’t get any of it to get started, which means you really have no idea how to get it in the first place, do you? You can share it, sure. You can even stockpile it if you like. But you can’t fake it. Wanting it. Needing it. Wishing for it. The point is… if you’ve never had any of it… ever… people just seem to know.”
The tagline: “Experience is Everything. Old Spice.”
Click on the image below to play the Experience is Everything video in YouTube
“Experience is Everything” was developed at Wieden+Kennedy, Portland, by creative director/art director Monica Taylor, creative director/copywriter Mark Fitzloff, agency producer Niki Polyocan and account supervisor Daniela Escobedo.
Filming was directed by Jonathan Dayton and Valerie Faris at Bob Industries, Santa Monica, with producer Bart Lipton, executive producers TK Knowles, Chuck Ryant and John O’Grady, and director of photography Tami Reiker.
The ships painting was by Wayne White.
Editing was done by Avi Oron at Bikini Edit, New York City. Sound was designed by Chris Smith at Amber Music, Santa Monica. Telecine was done by Stefan Sonnefeld at Company 3, Santa Monica. Online editing was done by Verdi Sevenhuysen at The Syndicate, Santa Monica. Sound was mixed by Eric Stolberg at Digital One, Portland.
See my post on the Old Spice Experience Test and Training.