After their Invisible Movie, where could Old Spice and Wieden & Kennedy go next? Well, how about an ad that airs on U.S. TV, but only in French.
The P&G brand's latest campaign, promoting Old Spice Red Collection premium scents, aired during the Grammys on Sunday, in French with no subtitles. Mystified viewers could then head over to the brand's YouTube channel to see the subtitled version and find out what was really going on; a hilarious spoof of traditional French fragrance advertising.
In the subtitled version, we discover that the passionate French woman who seemed to be pining for her lover was actually freaking out because her dog (named Old Spice because she liked the scent on her man's sweater so much) had gone missing. Finally, she is reunited with both man and dog.
The film, which is the brand's first-ever Grammy campaign, was directed by Steve Rogers of Biscuit, and is aimed at capturing the attention of both men and women. The Old Spice Red Collection is "inspired by fine fragrance trends" and comes in anti-perspirants, deodorants, body washes, body spray and shampoos, with three scents: "Captain: The Scent of Command" "Ambassador: The Scent of Excellence" and "Nomad: The Scent of Adventure."
The campaign will be followed by a series of activations leading into Super Bowl and will continue next month with the launch of a second spot, "Marco Love-O."