Old Spice Has a Wolfish New Marketing Director

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Marketing directors, look no further -- you've got yourself a new mentor. Wolfdog is Old Spice's newest marketing lead, and he's pretty good at what he does, which includes keeping at hand a host of "cliche business-man decorations" and making a million dollars by doing essentially nothing. Although his wolfish tendencies do come out once in a while, including his urge to eat humans, he never fails to turn even that into the most important marketing lesson of all. Because sometimes, America, you have to devour people.

The new film by Wieden & Kennedy Portland promotes Old Spice's new premium line of "guy scents," including Wolfthorn and Hawkridge, which the brand previously shilled in an Alaska-only Super Bowl spot.

The video is part of a bigger multiplatform push that sees Mr. Wolfdog commandeering all of Old Spice's digital and social channels this week. Coming up will be more digital shorts in which Wolfdog will entertain surprise guests and engage with Old Spice fans. He'll also be updating via the brand's Twitter handle @oldspice and on his personal blog.

There's even a tutorial video that shows human and non-human types alike "How to Use Computers," business-person style.

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