Old Spice Answer the Smell of the Wild

Old Spice is running “Answer the Call of the Wild”, an integrated advertising campaign promoting the new line of Wolfthorn and Hawkridge masculine scents. “Irresistible”, a commercial aired on Alaska tlevision screens during the Super Bowl, features a mysterious man at a high-class party whose wolverine qualities attract the attention of a femme fatale. “Poker Face” shows a poker player whose game is swayed by the power of Hawkridge. The campaign also features print, rich media and digital banners.

Old Spice Answer the Call of the Wild


Sometimes women do what their noses tell them, and those times are all the time when the woman’s nose smells new Old Spice Wolfthorn.

Poker Face

There is nothing more romantic to a woman than the smell of a man who is covered in hawks”. No woman has ever said this but it is common sense.

Old Spice Wolfthorn
Old Spice Wolfthorn

Old Spice Smell of the Wild Credits

The Smell of the Wild campaign was developed at Wieden+Kennedy Portland by executive creative directors Mark Fitzloff and Susan Hoffman, creative directors Jason Bagley and Craig Allen, copywriter Andy Laugenour, art director Max Stinson, executive producer Hunnicuttt, senior agency producer Erika Madison, project manager Jane Monaghan, head of production Ben Grylewicz.

Filming was shot by director Tom Kuntz via MJZ with director of photography Jan Velicky, and costume stylist Mr Gammon.

Editing was done at Mackenzie Cutler.

Visual effects were producer at Framestore.

Music and sound were produced at Barking Owl by sound designer Micheal Anatasi, music creative director/executive producer Kelly Bayett, composers Niels Bye Nielson (Wolf) and Brian Canning (Hawk).

Sound was mixed at Sound Lounge.