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Old Spice is new again

Published on .

Old Spice - 'Manly'
Old Spice - 'Manly'
Think the newest spot in Wieden+Kennedy's Old Spice campaign sounds familiar? Then you might not be crazy, but you've certainly spent some time in advertising. While combing through Procter & Gamble's archives researching the history of the brand, a Wieden team unearthed a script which almost entirely became this new effort. "Everyone's familiar with Old Spice, because they've been on the shelves forever, they've been advertising forever, and they've been in a very packaged-goods type tone," says creative director Mark Fitzloff. "We went and looked back at all the history of work, and we found a spot that has the very same script." The only difference between the two is in the original the speaker was a man who missed the boat on wearing Old Spice, this time it's a sultry Frenchwoman praising her man's choice of deodorant. "Other than that," says Fitzloff, "The copy is the exact same as this commercial from 1983."

Old Spice - 'Guarantee'
Old Spice - 'Guarantee'
Creative director Monica Taylor adds about "Manly," with its bizarre retro stylings, "P&G's had the 1-800 Prove It number for about 20 years, and they said it was something the public was really familiar with, and that had a lot of equity in it, so we said lets bring it back but let's goof a little bit on that genre of advertising and let's put it in some film styles from the 70s, the film style of the guy in the locker room. We kind of goof on P&G's love of the product demo. It's an experienced brand, it's been around for a while. That's a good thing. P&G's been so honest and brave about 'yeah, you can make fun of us,' they're really cool that way."
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