With tongue firmly in cheek, Old Spice uncovers a male crisis reaching epidemic proportions in its “Never Let a Friend Lose His Swagger” campaign from Wieden+Kennedy, Portland, Ore.
In the mix is a series of over-the-top dramatized spots that explore the syndrome whereby men sacrifice their guy friendship time. The antidote: Old Spice Swagger, which brings the swagger back, negating the tendency to be a lone wolf/lonely guy.
Steve Rogers of Biscuit Filmworks directed the spots which include “Next Episode.” This :90 spot stars Sarunas Jackson (Insecure, Games People Play, Good Trouble) who shows that friends don’t let friends spend the night at home in a binge-watching blackhole.
Credits
Client Old Spice Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, Jason Bagley, executive creative directors; Matt Sorrell, Ashley Davis-Marshall, creative directors; Bertie Scrase, copywriter; Christen Brestrup, art director; Matt Hunnicutt, head of production; Lindsay Reed, producer; Patrick Cahalan, studio manager; Ken Berg, sr. designer; Drew Phillips, Samantha Serocki, strategic planning. Production Biscuit Filmworks Steve Rogers, director; Shawn Lacey, managing director; Holly Vega, exec producer; Thomas Townend, DP; Mala Vasan, line producer; Drogo Michie, production designer. Production Services Lime Studios, Bangkok Wandee Somboon, producer. ASAP, Bangkok Carson Ng, producer. Editorial Mackcut Gavin Cutler, editor; Pamela Petruski, assistant editor; Gina Pagano, exec producer. VFX Yours Truly Kevin Tim Davies, ECD/partner; Mike Dalzell, head of CG; Steve Gibbons, Bobby Murdock, Tony Petitti, 2D artists; Matt Longwell, Carl Harders, Greg Mawicke, Nico Sugleris, 3D artists. Sue Troyan, sr. exec producer/partner. Color Company 3 Sean Coleman, colorist. Sound Design Mackcut Sam Shaffer, sound designer. Audio Post Lime Studios Loren Silber, audio mixer/sound engineer; Susie Boyajan, audio producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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