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.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
