Women make all the decisions for hapless men in Old Spice's zany new spots

W&K's latest tagline is 'She Nose Best'

Published On
Jul 09, 2018

Editor's Pick

Old Spice's new campaign is based around the tagline "She Nose Best" and pays tribute (in typically surreal Old Spice style) to the fact that women often make the decisions about men's toiletries.

The latest spots by Wieden & Kennedy Portland feature heroic, multi-tasking women and somewhat hapless men: for example, in one ad, seen here, a woman calmly guides a panicking male pilot to land a plane with the help of Old Spice toiletries, all in time to get him there for dinner.

Another ad sees a woman read from her memoir about how she rescued a man who was a "mess" from a frozen mountain. There's also a woman who creates an ingenious puzzle for her man, telling him to use Old Spice. Taika Waititi of Hungry Man directed the ads.

"Old Spice knows the influence that women have on men in their important life decisions, including choosing grooming regimens that have him smelling and looking his best," says Matt Krehbiel, Old Spice Associate Brand Director at Procter & Gamble, in a statement. "In true Old Spice humor, we're spotlighting the great--and sometimes ridiculous--lengths women go to while achieving extraordinary things together like landing a plane or traversing a mountain... and smelling better with Old Spice's full grooming line-up."


Jul 09, 2018
Brand :
Old Spice
Agency :
Wieden & Kennedy-Portland
Director, Marketing :
Janine Miletic
Senior Brand Manager :
Sara Saunders
Assistant Brand Manager :
Michael Holmes
Creative Director :
Matt Sorrell
Creative Director :
Ashley Davis-Marshall
Art Director :
Chen Liang
Copywriter :
Ryan Niland
Senior Producer :
Lindsay Reed
Account Team :
Patrick Guillford
Account Team :
Katie Schaller
Account Team :
Phil Williams
Account Team :
Thomas Harvey
Executive Creative Director :
Jason Bagley
Executive Creative Director :
Eric Baldwin
Heads of Production :
Matt Hunnicutt
Heads of Production :
Mike Davidson
Media Team :
Melissa Meier
Media Team :
Kimberly Van
Strategy Team :
Drew Phillips
Strategy Team :
Britton Taylor
Studio :
Patrick Cahalan
Studio :
Eric Reigert
Production Company :
Hungry Man
Production Service Company :
Director :
Taika Waititi
Director, Photography :
Edu Grau
Executive Producer :
Mino Jarjoura
Executive Producer/Director, Sales :
Dan Duffy
Producer :
Mala Vasan
Line Producer :
Lole Ramirez
Editorial Company :
Mackenzie Cutler
Editor :
Gavin Cutler
Assistant Editor :
Pamela Petruski
Executive Producer :
Gina Pagano
Visual Effects Company :
Executive Creative Director/Partner :
Tim Davies
Senior Executive Producer/Partner :
Sue Troyan
Producer :
Samantha Hernandez
Coordinator :
Andrew Cowderoy
Visual Effects Supervisor :
Tim Davies
Head of 3D Animation :
Mike Dalzell
3D Artist :
Carl Harders
3D Artist :
Matt Longwell
3D Artist :
Delano Athias
3D Artist :
Greg Mawicke
3D Artist :
Andy Byrne
3D Artist :
Roger Kupelian
3D Artist :
Jarrod Avalos
2D Artist :
Robert Murdock
2D Artist :
Steve Gibbons
2D Artist :
Anthony Petitti
2D Artist :
Theo Maniatis
2D Artist :
Marisa Chin
Sound Design Company :
Mackenzie Cutler
Sound Designer :
Sam Shaffer
Final Mix Studio :
Lime Studios
Engineer :
Samuel Casas
Assistant Engineer :
Peter Lapinski
Executive Producer :
Susie Boyajan
Color Transfer :
Five One Color
Artist :
Aline Sinquin

Need a credit fix? Contact the Creativity Editors

Project Type