Old Spice and Wieden & Kennedy Portland pit the brand's most outspoken spokespersons --The Man Your Man Can Smell Like (Isaiah Mustafa) and Terry Crews -- against each other in this new spot showcasing the brand's different scents, Timber and the strangely-named Bearglove.
Directed by go-to Old Spice helmer Tom Kuntz of MJZ, the ad opens with TMYMCSL in a familiar setup -- barechested, wrapped in a towel and standing in a bathroom. He proceeds to take the viewer on another journey of his amazingness -- through the woods, into a jewelry store and rowing on a river -- all while promoting Old Spice's "Timber" scent, billed as "power for your body, soul and jet-powered chainsaw, if you happen to use one."
But before he finishes his serenade, the loud-mouthed Terry Crews torpedoes into the water. In his volcanic, absurdist fashion, accompanied by flying chickens and various doppelgangers, he bellows "Don't use Timber, use Bearglove!" (The latter, according to the brand, is only for those who can "imagine a powerful, fearsom grizzly bear who can repair military helicopters and also speak confidently about important world affairs.")
Old Spice has been known to throw its hunks into the ring together. Previously, it put TMYCSL against bodice-ripper poster boy Fabio.
The ad's official name is "And So It Begins." Could this be the start of another extended face-off?
According to the agency, yes, it launches what will be a seven-part series. The brand said the new campaign is designed to urge men to make a "Smellitment" to an Old Spice scent. Upcoming ads will also promote a third fragrance, "Swagger." The first spot debuted online today and will also air on broadcast during the Pro Football Hall of Fame Game on Sunday, August 9.