Old Spice is rarely serious, but it got that way as it joined a host of other brands and BET network in a campaign to provide financial, educational and community support to fight COVID-19 in black communities.
One thing all the marketing around coronavirus and relief efforts hasn't focused on much so far is the impact on African Americans. But as comedian Deon Cole notes in the Old Spice spot from Wieden+Kennedy: “Predominantly black counties have infection rates three times higher than white ones.” He also notes the Procter & Gamble Co. brand’s efforts to raise funds for Cole’s hometown of Chicago and fellow Old Spice pitchman Terry Crews’ hometown of Flint, Mich.
“This work supports Old Spice’s ongoing efforts to help guys be their #BestSmellf, no matter what the world throws their way,” says Old Spice Associate Brand Director Matt Krehbiel. “While Old Spice enjoys keeping it lighthearted, we also understand that during these uncertain times they are experiencing a range of emotions. It’s a devastating reality that this virus is impacting African Americans at a concerning rate.”