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Old Spice’s advertising of late has used the tried-and-tested path of irony in an attempt to shrug off its fusty image. This new global campaign for the deodorant from Wieden + Kennedy Portland continues in the same amusing vein…

 

Old Spice’s advertising of late has used the tried-and-tested path of irony in an attempt to shrug off its fusty image. This new global campaign for the deodorant from Wieden + Kennedy Portland continues in the same amusing vein…

 

 

The campaign consists of two new TV spots, shown above, plus a series of print and poster work, including two ‘rub and sniff’ executions (shown below), which will appear in men’s mags including Men’s Health and Maxim. Interestingly, they don’t seem to have updated the bottle design much, which kind of makes us happy. Are we just being nostalgic though?

 

 

Credits:

Agency: Wieden + Kennedy Portland

Creative directors: Eric Baldwin, Jason Bagley

Copywriter: Jason Kreher

Art director: Eric Baldwin

Production company: The Directors Bureau

Director: Mike Mills

Typographer & Typeface (posters): Mike Weihs, Peter Yue, Cathy Ormerod

Photographer (posters): Justin Fantl

 

 

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