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.)