Procter & Gamble is promoting the Old Spice Champion product range with “Believe In Your Smellf”, an integrated advertising campaign. The campaign is centered around motivational tapes for men who want to become achievers, running on television, digital, press and outdoor media.
When you smell like a champion, the only thing standing in the way of success is all of the other things it takes to be a champion besides smell. Keep an eye out for an unneeded Heather Graham. Click on the image below to play the I Can Do Anything video in YouTube (HD)
Being a champion isn’t about overcoming adversity. It’s about another thing explained in this Old Spice commercial once you hit that play button there on the left. Click on the image below to play the Sand Car video in YouTube (HD)
Succeed in ways you never smelled possible with Old Spice Champion. Click on the image below to play the Never Again video in YouTube (HD)
The Believe in Your Smellf campaign was developed at Wieden+Kennedy by executive creative directors Mark Fitzloff and Susan Hoffman, creative directors Jason Bagley and Craig Allen, copywriter Jason Kerher, art director Max Stinson, digital producer Andrea Nelson, account team Michael Dalton, Diana Gonzalez and Yaya Zhang, agency executive producer Ben Grylewicz, producer (TV) Jeff Selis, executive interactive producer Pierre Wendling, digital designers Ojai Mitchell and Matthew Carroll, art buyer Heather Smith-Harvey, typographer and typface developer Matthew Carroll, print/OOH project manager Kimberly Wilder.
Filming was shot by director Tim Godsall via Biscuit Filmworks with executive producer Holly Vega and line producer Rick Jarjoura. Editor was Geoff Hounsell at Arcade Edit with post producer Ali Reed. VFX were produced at The Mission Studio by VFX supervisor Rob Trent, producer Diana Cheng. Sound and music were produced at Tonefarmer by producer Tiffany Senft, and mixed at Lime Studios by mixer Joel Waters and producer Jessica Locke.