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
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.”
Credits
- Date
- 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 :
- MackCut
- Editor :
- Gavin Cutler
- Assistant Editor :
- Pamela Petruski
- Executive Producer :
- Gina Pagano
- VFX :
- 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 :
- CO3
- Colorist :
- Sean Coleman
- Sound Design :
- MackCut
- Mix :
- Lime Studios
- Audio Mixer/Sound Engineer :
- Loren Silber
- Audio Producer :
- Susie Boyaian
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