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.
CreditsClient 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.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More