Old Spice’s latest ‘Men Have Skin Too’ ad is a fresh-scented locker room nightmare

Old Spice adds its own fresh-smelling spin to the concept of betrayal with a locker room spray extravaganza. The latest installment in the brand’s “Men Have Skin Too” campaign is a 30-second spot titled “How Could You” that doesn’t just target men, but also the women who find themselves hooked by the appeal of Old Spice. The new commercial, from Wieden+Kennedy Portland and directed by Ruganzu “Riggs” Howard, reunites Old Spice ad actors Deon Cole (“Black-ish,” “Angie Tribeca”) and Gabrielle Dennis (“A Black Lady Sketch Show,” “The Big Door Prize”). The ad gives the viewer a glimpse into Cole’s character’s worst nightmare—his beloved personal care product stolen by a group of women in a locker room. The ad showcases Old Spice’s Total Body Deodorant spray, which is designed to be used all over, from pits to toes. Set in a yoga class, Cole realizes that not only his “total body smells good,” but so does Dennis. Cole’s imagination unravels and takes the viewer to a dreamlike locker room scene where Dennis and her friends laugh as they spray the Old Spice product everywhere. “How could you?” Cole confronts Dennis. “It smells better than mine, how could I not?” replies Dennis, unapologetically to Cole’s disapproval. The newest ad continues Old Spice’s “Men Have Skin Too” campaign, with Cole returning as the enigmatic Old Spice Guy. Alongside Dennis, the pair have starred in multiple ads for the brand. Ad Age Leading Women Luncheon Join us Aug. 7 in New York as we recognize this year’s honorees Buy your ticket today “We have always enjoyed bringing Old Spice signature humor to dramatizations of stories based on real insights we hear from guys through our Men Have Skin Too campaigns,’ said Kate DiCarlo, senior communications director, personal care portfolio at Procter & Gamble. “This latest installment is no different as it takes our story a step further into spaces not often discussed, but always in the back of our minds.” “How Could You” will run starting Feb. 1 across various platforms, including social and streaming and television. The campaign launched with “Running on Empty,” where Dennis finishes Cole’s Old Spice Moisturize with Shea Butter Body Wash in a shower scene. It was followed by “Brunch,” featuring actress and television personality La La Anthony. Anthony appears as well in “Family Reunion.” Other cameos in the series include actress Nia Long as a therapist in “Therapy,” and Patti LaBelle in “Mother-in-Law.” Super Bowl commercials Tracking the latest brand and agency plans Enter here

Old Spice’s latest ‘Men Have Skin Too’ ad is a fresh-scented locker room nightmare

Featured Stories