Who needs sissy body wash when you can use a big, solid bar of soap? Old Spice
reinvigorates the old-fashion cleansing concept with its new line up of bar soaps
and a pair of hilarious new spots out of Wieden + Kennedy Portland.
Directed by Biscuit/Revoler's Steve Rogers, the commercials feature songs that harken back to the jingly soap
ads of the '80s and '90s, albeit with ridiculous lyrics, and show how using soap (even without rope) can be a
highly masculine activity. "Shower" stars an extreme hunk who manages to stay
clean--and wet--no matter where he goes, while "Watermelon" reveals bath time
surprises in the most unlikely of places.
"With new Old Spice bar soap, we wanted to show the more than 40 percent of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment," said P&G VP/North American Beauty Care Joe Arcuri in a statement. "We know many guys are living with an unspoken shame--that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."