Guys save their friends from adulting oblivion in Old Spice's latest campaign

Funny ads were inspired by findings about male friendship from a brand survey

Published On
Jul 24, 2019

Editor's Pick

Old Spice is following a host of competitors and Procter & Gamble Co. sibling Gillette with ads that aim to make its customers better men—albeit with a liberal dose of over-the-top irony from Wieden & Kennedy. 

The new “Never Let a Friend Lose His Swagger” campaign purports to uncover a male crisis as it shows heroes saving friends from things that keep them from enjoying “guy time.” It’s based on a brand-commissioned survey that found 92 percent of guys feel it’s important to maintain their male friendships, yet 79 percent spend less guy time as they get older due to everything from work to babies to binge watching.

A series of 30- to 90-second online and TV spots feature Sarunas Jackson ("Insecure," "Games People Play") and Alberto Rosende ("Shadowhunters") extracting friends from the near catatonia of binge watching, mind-numbing overtime and early-evening new-dad slumber in favor of nights out.  Steve Rogers of Biscuit Filmworks directed.

Even so, guys need not leave the house to buy Old Spice. The YouTube version of ads include a “shop now” button leading to P&G’s direct-to-consumer Old Spice Barbershop and an offer for free socks.

“Guys are facing a crisis, and it’s not just when they forget to apply Old Spice to their armpits,” says Matthew Krehbiel, Old Spice associate brand director. “One insight that we’ve been hearing more and more is that men, of all ages, are deprioritizing time with their guy friends.”



Jul 24, 2019
Client :
Old Spice
Agency :
Wieden & Kennedy-Portland
Vice President :
Freddy Bharucha
Associate Brand Director :
Matt Krehbiel
Brand Manager :
Gwynedd Davis
Assistant Brand Manager :
Omar Goff
Executive Creative Director :
Eric Baldwin
Executive Creative Director :
Jason Bagley
Creative Director :
Matt Sorrell
Creative Director :
Ashley Davis-Marshall
Copywriter :
Bertie Scrase
Art Director :
Christen Brestrup
Head of Production :
Matt Hunnicutt
Producer :
Lindsay Reed
Studio Manager :
Patrick Cahalan
Senior Designer :
Ken Berg
Photography :
Saskia Thompson
Business Affairs :
Dusty Slowik
Account Team :
Guy Campbell
Account Team :
Ghada Soufan
Account Team :
Paige Brown
Account Team :
Thomas Harvey
Strategic Planning :
Drew Phillips
Strategic Planning :
Samantha Serocki
Media Team :
Brian Goldstein
Media Team :
Melissa Meier
Media Team :
Cherish Lee
Production Company :
Biscuit Filmworks and Revolver/Will O’Rourke
Director :
Steve Rogers
Managing Director :
Shawn Lacy
Executive Producer :
Holly Vega
Director of Photography :
Thomas Townend
Line Producer :
Mala Vasan
Production Designer :
Drogo Michie
Lime Studios Producer :
Wandee Somboon
ASAP Producer :
Carson Ng
Editorial :
Editor :
Gavin Cutler
Assistant Editor :
Pamela Petruski
Executive Producer :
Gina Pagano
Yours Truly Kevin
ECD/ Partner :
Tim Davies
Head of CG :
Mike Dalzell
2D Artist :
Steve Gibbons
2D Artist :
Bobby Murdock
2D Artist :
Tony Petitti
3D Artist :
Matt Longwell
3D Artist :
Carl Harders
3D Artist :
Greg Mawicke
3D Artist :
Nico Sugleris
Senior Executive Producer / Partner :
Sue Troyan
Color :
Colorist :
Sean Coleman
Sound Design :
Mix :
Lime Studios
Audio Mixer/Sound Engineer :
Loren Silber
Audio Producer :
Susie Boyaian

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