Old Spice Smell is Power

Procter & Gamble is running “Smell is Power”, an advertising campaign for Old Spice Red Zone body spray. NFL star Terry Crews appears in a series of television and online commercials showing how the scent of courage can transform a regular smelling man into a man that smells like power. The campaign includes ads for Procter & Gamble brands Bounce and Charmin in which Terry drops in to promote Old Spice.

Old Spice Smell is Power


If a picture is worth 1,000 words, this powerful video is easily worth $100,000. It’s math that caused us to know this. Click on the image below to play the Charmin video.


Is Bounce power spray the most Old Spicy dryer bar in the entire outdoor fresh area? You smell it is! Click on the image below to play the Bounce video.

Vending Machine

Do not attempt to punch a glass or yell too loudly or create a pharaoh or ever do anything. Old Spice! Click on the image below to play the Vending Machine video.

Blown Mind

Watch this super-powerful explosion-scented commercial, but only if you like having your mind blown into 1,000 smaller, better minds. Click on the image below to play the Blown Mind video.


This documentary film shows what happens when the most powerful scents in the universe become available in an easy-to-use spray form. Click on the image below to play the Bowling video.

Old Spice Smell is Power Credits

The Smell is Power campaign was developed at Wieden+Kennedy Portland by creative directors Craig Allen and Jason Bagley, copywriters Andy Laugenour and Nathaniel Lawlor, art director Croix Gagnon, senior producer Lindsay Reed, assistant producer Dale Nicholls, executive creative directors Mark Fitzloff and Susan Hoffman, agency executive producer Ben Grylewicz.

Filming was shot by directors Tim Heidecker and Eric Wareheim via Absolutely Productions with executive producer Dave Kneebone, line and post producer Joshua Cohen, director of photography Eli Born, editor/VFX supervisor Michael Giambra, and editor Eric Notarnicola.

Visual effects were produced at The Mill, Los Angeles, by VFX supervisor Phil Crowe, head of production/VFX producer Arielle Davis, Flame artists Chris Knight, Tim Bird, Flame assistant Robert Murdoch, telecine producer LaRue Anderson, colorist Adam Scott.

Sound was produced at Lime Studios by sound designer/mixer Rohan Young and producer Jessica Locke.

Old Spice Charmin