Wieden & Kennedy Portland gives the "Believe in Your Smellf" guy an Olympics twist. The spot was directed by Biscuit's Tim Godsall. It stars an unlikely protagonist who wins a neck-breaking number of medals, gains confidence and rises to legendary status (all thanks to self-help tapes, played via an Old Spice Champion-branded walkman).
With this ad, looks like Wieden has proven that when it comes to the Olympics, it can pretty much do it all. For P&G, the agency has already produced the tearjerking "Thank You, Mom" campaign.