Old Spice smells like a man and has questions

The award winning, ‘Smell like a man, man’ campaign for Old Spice has a new ad. Like in the first ad, a shirtless Isaiah Mustafa features in this one too moving effortlessly from beach to kitchen to waterfall to motorbike.

Agency: Weiden + Kennedy

While some wondered if last year’s ads were really Grand Prix worthy at the Cannes, I think what worked in its favour was its huge impact in reviving a dead brand. There seems to be a method to the madness in the positioning & communication for the entire Old Spice product portfolio – be it the body wash, deodorant or body spray. And it has helped make the brand sexy again. Truly a case study.

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