The Old Spice Guy is back for campaign's 10th anniversary in new ads co-starring 'son' Keith Powers

Procter & Gamble brings back the 'Man Your Man Could Smell Like' for a social and publicity blitz around new campaign

Published On
Jan 22, 2020

Editor's Pick

Procter & Gamble Co. is bringing back Isaiah Mustafa—a.k.a. the Man Your Man Could Smell Like—alongside his “son” as Old Spice celebrates the 10th anniversary of its iconic campaign with new TV, digital, social and event effort.

Two new 30-second ads from Wieden & Kennedy will break Jan. 23, starring Mustafa alongside Keith Powers (of "Straight Outta Compton" fame) as his son. Mustafa plays his original over-the-top Old Spice Guy, complete with sight-gag appearances on a horse and a log rolling in the water, as he attempts to impart everything he knows about grooming to his low-key, professional son.

When Mustafa tries interrupting Powers’ office meeting to entice him into “the family business,” he must grudgingly accept that his son has found his own path and grooming products. The “Smell Like Your Own Man, Man” campaign backs a new dermatologist-tested Ultra Smooth lineup with subtler scents.

Mustafa and Powers won’t be walking off into the sunset together. Rather, they’ll be part of a substantial digital and brand integration push on Thursday that also includes appearances on ABC’s Good Morning America and Jimmy Kimmel Live, and an unspecified appearance alongside William Harper Jackson of NBC’s The Good Place. The Old Spice Guys will then visit Miami for Super Bowl week, and Mustafa will make an appearance during Fox’s Super Bowl broadcast, which the brand declined to specify. Citizen Relations is handling publicity.

“This is going to be the first time when we have a full day when you have the Man Your Man Could Smell Like show up in a lot of unexpected places,” says Matt Krehbiel, associate brand director on Old Spice. “We’re also going to have a lot of partnerships with influencers who will help recreate some of the original work and talk about the new work and insights.”

Credits

Date
Jan 22, 2020
Client:
Old Spice
Agency:
Wieden & Kennedy-Portland
Executive Creative Director:
Jason Bagley
Executive Creative Director:
Eric Baldwin
Creative Director:
Matt Sorrell
Creative Director:
Ashley Davis-Marshall
Creative Director:
Erik Fahrenkopf
Creative Director:
Max Stinson
Copywriter:
Kamey Murphy
Art Director:
Nicole Blauw
Senior Producer:
Evelyn Loomis
Director of Production:
Matt Hunnicutt
Brand Manager:
Crystal Thomas
Brand Director:
Paige Brown
Group Brand Director:
Thomas Harvey
Creative Operations Manager:
Jody Hart
Brand Strategy Director:
Drew Phillips
Social Strategist:
Samantha Serocki
BA Manager:
Dusty Slowik
BA Manager:
Teresa Lutz
BA Manager:
Scott Meisse
Studio Designer:
Eric Reigart
Senior Digital Retoucher:
Kyle Pero
Senior Digital Retoucher:
Saskia Thomson
Production Company:
Epoch
Director:
Matias & Mathias
Director of Photography:
Andreas Bjørseth
Executive Producer:
Melissa Culligan
Bidding Producer:
Megan Murphree
Line Producer:
Ritu Paramesh
Editorial:
Joint
Editor:
JB Jacobs
Assistant Editor:
Kris Faris
Assistant Editor:
Jonathan Schell
Managing Director:
Patty Brebner
Post Executive Producer:
Leslie Carthy
Post Producer:
Casey Wheeler
VFX:
Kevin VFX
VFX Supervisor / 2D Lead:
Tim Davies
Head of CG:
Mike Dalzell
Executive Creative Director / Partner:
Tim Davies
Senior Executive Producer / Partner:
Sue Troyan
VFX Producer:
Jami Schakel
2D Team:
Robert Murdock
2D Team:
Susanne Scharping
2D Team:
Tony Pettiti
2D Team:
Steve Gibbons
3D Team:
Brian Weaver
3D Team:
Carl Harders
3D Team:
Casey Benn
3D Team:
Greg Mawicke
3D Team:
Kerry Graham
3D Team:
Matt Longwell
3D Team:
Nico Sugleris
VFX Coordinator:
Casey Cagle
Color Company:
Company3
Colorist:
Sean Coleman
Senior Producer:
Matt Moran
Sound Design Company:
Joint
Audio Mix / Sound Design:
Noah Woodburn
Audio Mix Assist / Sound Design:
Natalie Huizenga

Need a credit fix? Contact the Creativity Editors

Project Type