Old Spice celebrates 10 years since breaking the internet with its groundbreaking “Smell Like a Man, Man” campaign by bringing back the original Old Spice Guy Isaiah Mustafa and introducing young breakout star Keith Powers as his TV son in the latest campaign, “Smell Like YOUR OWN Man,” from Wieden+Kennedy, Portland, Ore.
In this spot titled “Time Out,” the Old Spice Guy embarrasses his son when he slides onto the basketball court in hockey skates. Dad interrupts his son’s game to give him a few Old Spice pointers. Over-the-top exploits by the father to assert himself as the grooming expert are to no avail. His low key son is steadfast in preferring the new Ultra Smooth product lineup before his father challenges him to a game of H-O-R-S-E to settle their differences once and for all.
Matias & Mathias directed “Time Out” (and other spots in the campaign) via Epoch Films.
Credits
Client P&G/Old Spice Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Matt Sorrell, Ashley Davis-Marshall, Erik Fahrenkopf, Mas Stinson, creative directors; Kamey Murphy, copywriter; Nicole Blauw, art director; Evelyn Loomis, sr. producer; Matt Hunnicutt, director of production; Scott Meisse, sr. design producer; Eric Reigart, studio designer. Production Epoch Matias & Mathias, direcvtor; Andreas Bjerseth, DP; Melissa Culligan, exec producer; Megan Murphree, biddin gproducer; Ritu Paramesh, line producer. Editorial Joint JB Jacobs, editor; Kris Faris, Jonathan Schell, assistant editors; Patty Brebner, managing director; Leslie Carthy, post exec producer; Casey Wheeler, post producer. VFX Kevin VFX Tim Davies, VFX supervisor/2D lead/executive creative director/partner; Sue Troyan, sr. exec producer/partner; Mike Dalzell, head of CG; Jami Schakel, VFX producer; Robert Murdock, Susanne Scharping, Tony Pettiti, Steve Gibbons, 2D team; Brian Weaver, Carl Harders, Casey Benn, Greg Mawicke, Kerry Graham, Matt Longwell, Nico Sugleris, 3D team; Casey Cagle, VFX coordinator. Color Company 3 Sean Coleman colorist; Matt Moran, sr. producer. Sound Design & Mix Joint Noah Woodburn, audio mix/sound design; Natalie Huizenga, audio mix assistant/sound design.
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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