Old Spice has launched its new “Smell Better Than Yourself” advertising campaign centered around the Old Spice Red Zone product lineup of deodorant, body spray, and body wash. The campaign takes a humorous look at how the scents of Old Spice can turn average guys into the manliest of men. The “Smell Better Than Yourself” campaign features two 30-second and two 15-second television commercials, along with a print campaign that humorously illustrate the dramatic “transformational” powers of Old Spice’s versatile Red Zone scent lineup. The campaign introduces two new Old Spice personas, Sea Captain and Jet Pilot, adding to the brand’s cast of characters who have appeared in Old Spice’s advertising throughout the years.
Taking a cue from Old Spice’s seamanship heritage, the “Sea Captain” commercial features an average man who smells like he’s a well-decorated ship captain with rippling abs and gold coins pouring from his pockets while battling a sea monster. Click on the image below to play the video in YouTube (HD)
The “Jet” spot, to be released on September 17, showcases an ordinary guy who smells like a rich billionaire jet pilot delivering a flawless presentation in a boardroom.
The print advertisement “Rocker” shows how Old Spice Red Zone can take young men from the library to the stage.
“Scent plays a significant role in how guys view themselves and also how others perceive them, and the new ‘Smell Better Than Yourself’ campaign brings this reality to life in an entertaining way,” said Allison Bolyard, Old Spice Brand Manager. “Old Spice has a variety of different scents that allow a guy to choose the scent that is right for him.”
The Sea Captain ad was developed at Wieden + Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative director/copywriter/art director Craig Allen, Jason Bagley, and Eric Baldwin, copywriter/art director Eric Kallman, agency executive producer Ben Grylewicz and senior producer Lindsay Reed.
Editor was Gavin Cutler at Mackenzie Cutler with editorial assistant Ryan Steele, sound designer Sam Schaffer and post producer Sasha Hirschfeld.
VFX was produced at The Mill by shoot supervisor Phil Crowe and Jamie O’Hara, Flame lead Phil Crowe, Flame assistant Steve Cokonis, VFX senior producer Arielle Davis, CG Supervisor John Leonti, CG lead Josh Hatton, CG artists Alex Moaveni and Martin Rivera, VFX executive producer Sue Troyan
Sound was mixed at Lime Studios by engineer Loren Silber with assistant engineer Lindsey Alvarez and producer Jessica Locke
Colorist was Steffan Sonnenfeld at Company 3.