Old Spice Puts a Surreal, Hilarious Spin on Movie Cliches in Latest Spots
Two New Heroes Promote 'Swagger' and 'Desperado' Deodorants
Editor's Pick
Old Spice is promoting two new deodorants, "Swagger" and "Desperado," with some fresh heroes, and a slightly different creative approach. But never fear, the ads haven't lost the surreal comedy that makes them unique.
In this campaign, agency Wieden & Kennedy takes on cliched movie genres -- the Western, the crime drama, the serious business movie -- and gives them that quirky Old Spice spin. So we have a handsome Western hero dispatching his adversary by turning him into a inflatable balloon, then riding out of town victorious, a naked criminal facing down the law while playing a piano made of suds, and (in a spot that broke last week), a bizarrely weird job interview. The tagline is "Smell 'Em Who's Boss."
The spots were directed by MJZ's Steve Ayson, and the new Old Spice heroes are Alberto Cardenas (for the Desperado spots) and Thomas Beaudoin (for Swagger.)
Credits
- Date
- Jun 27, 2016
- Agency :
- W&K Portland
- Client Contact :
- Janine Miletic
- Director, Marketing :
- Janine Miletic
- Brand Manager :
- Mathew Krehbiel
- Senior Assistant Brand Manager :
- Danny Suich
- Creative Director :
- Erik Fahrenkopf
- Creative Director :
- Max Stinson
- Copywriter :
- Matt Mulvey
- Art Director :
- Lawrence Melilli
- Integrated Executive Producer :
- Erika Madison
- Producer :
- Chris Capretto
- Account Team :
- Georgina Gooley
- Account Team :
- Nick Pirtle
- Account Team :
- Michael Dalton
- Production Company :
- MJZ
- Director :
- Steve Ayson
- President :
- David Zander
- Executive Producer :
- Emma Wilcockson
- Line Producer :
- Mark Hall
- Director, Photography :
- Robert Elswit
- Editorial Company :
- Exile
- Editor :
- Nate Gross
- Assistant Editor :
- Zaldy Lopez
- Post Producer :
- Toby Louie
- Post Producer :
- Brittany Carson
- Head of Production :
- Jennifer Locke
- Executive Producer :
- Carol Lynn Weaver
- Visual Effects Company :
- The Mill - LA
- Executive Producer :
- Sue Troyan
- Producer :
- Chris Harlowe
- Coordinator :
- Rustie Burris
- Visual Effects Supervisor :
- James Allen
- 2D Lead Artist :
- Narbeh Mardirossian
- 2D Artist :
- Andy Dill
- 2D Artist :
- Alex Candlish
- 2D Artist :
- Jale Parsons
- 2D Artist :
- Don Kim
- 2D Artist :
- Lisa Ryan
- 2D Artist :
- Brad Scott
- 2D Artist :
- Chris Payne
- 3D Artist :
- Michael Lori
- Matte Painting :
- Andy Wheater
- Matte Painting :
- Nathan McKenna
- Executive Producer :
- Sara Matarazzo
- Senior Producer :
- Abbey Hickman
- Sound Designer :
- Brian Emrich
- Sound Design :
- Trinitie Studios
- Final Mix :
- Lime Studios
- Engineer :
- Rohan Young
- Engineer :
- Sam Casas
- Assistant Engineer :
- Ben Tomastik
- Assistant Engineer :
- Peter Lapinski
- Executive Producer :
- Susie Boyajan
- Color :
- Company 3
- Artist :
- Sean Coleman
- Color Producer :
- Matt Moran
- Original Music :
- Walker
- Brand :
- Old Spice
- Client :
- Old Spice
Need a credit fix? Contact the Creativity Editors
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