Old Spice promises hair as thick-looking as fondue in '70s throwback ads

Funny spots promote products to build up your mane like it was yesterday—but today

Published On
Feb 20, 2020

Editor's Pick

Old Spice directs our attention to hair—long, thick and flowy manes straight out of the ‘70s—in a new series of ads from Wieden & Kennedy Portland.

Three spots promote the brand’s new men’s hair thickening system by taking viewers back to the age when leonine ‘dos and fondue were all the rage. In fact, the new ads deftly combined both of those popular trends from the days of disco to make its point. 

A spokesman with lustrous, wavy tresses to rival a young Leif Garrett or John Travolta pulls the new products out of a vat of the cheesy stuff or digs them out of his luscious locks, which also double as a safety net for a cocktail that drops out of the sky. “In just two weeks you can have the thick looking hair of yesterday, but today,” he says. 

The spots were directed by Edwin McGill out of Hey Presto!



Feb 20, 2020
Client :
Old Spice
Agency :
Wieden & Kennedy-Portland
Executive Creative Director :
Jason Bagley
Executive Creative Director :
Eric Baldwin
Creative Director :
Erik Fahrenkopf
Creative Director :
Max Stinson
Copywriter / Art Director :
Sarah Menacho
Copywriter / Art Director :
Karen Zack
Producer :
Kacey Klonsky
Producer :
Austin Shore
Account Team Member :
Guy Campbell
Account Team Member :
Paige Brown
Account Team Member :
Thomas Harvey
Creative Operations Manager :
Jody Hart
Media Team :
Alex Hering
Media Team :
Kate Hagenston
Media Team :
Kelly Muller
Brand Strategy Director :
Drew Philips
Business Affairs :
Nestor Gandia
Business Affairs :
Matt Hughes
Traffic :
Zac Rosevear
Design Ops Manager/Design Producer :
Scott Meisse
Studio Designer :
Curtis Pachunka
Motion Designer :
Adam Sirkin
Production Company :
Hey Presto!
Director :
Edwin McGill
Director of Photography :
Charlie Sarroff
Executive Producer :
Emily O’Meara
Executive Producer :
Tim Bathurst
Line Producer :
Emily O’Meara
Production Design/ Art Direction :
Pele Kudren
Wardrobe Stylist :
Callan Stokes
Hair :
Katy McClintock
Makeup :
Shelley Willis
Editorial :
Hey Presto!
Editor :
Tim Bathurst
Arc Edit
VFX Artist :
Eugene Richards
VFX Producer :
Freya Maddock
Colorist :
Paul Byrne
Artist :
Pavlo Butorin
Song :
“Seaside” Shutterstock
Sound Designer :
Tom Paolantonio
Audio Mixer :
Tom Paolantonio
Photographer :
Robbie Augsperger

Need a credit fix? Contact the Creativity Editors