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
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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
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