Old Spice Pits Terry Crews Against TMYMCSL in Latest Ad

Which Hunky Hunk Will Dominate?

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Old Spice and Wieden & Kennedy Portland pit the brand's most outspoken spokespersons --The Man Your Man Can Smell Like (Isaiah Mustafa) and Terry Crews -- against each other in this new spot showcasing the brand's different scents, Timber and the strangely-named Bearglove.

Directed by go-to Old Spice helmer Tom Kuntz of MJZ, the ad opens with TMYMCSL in a familiar setup -- barechested, wrapped in a towel and standing in a bathroom. He proceeds to take the viewer on another journey of his amazingness -- through the woods, into a jewelry store and rowing on a river -- all while promoting Old Spice's "Timber" scent, billed as "power for your body, soul and jet-powered chainsaw, if you happen to use one."

But before he finishes his serenade, the loud-mouthed Terry Crews torpedoes into the water. In his volcanic, absurdist fashion, accompanied by flying chickens and various doppelgangers, he bellows "Don't use Timber, use Bearglove!" (The latter, according to the brand, is only for those who can "imagine a powerful, fearsom grizzly bear who can repair military helicopters and also speak confidently about important world affairs.")

Old Spice has been known to throw its hunks into the ring together. Previously, it put TMYCSL against bodice-ripper poster boy Fabio.

The ad's official name is "And So It Begins." Could this be the start of another extended face-off?

According to the agency, yes, it launches what will be a seven-part series. The brand said the new campaign is designed to urge men to make a "Smellitment" to an Old Spice scent. Upcoming ads will also promote a third fragrance, "Swagger." The first spot debuted online today and will also air on broadcast during the Pro Football Hall of Fame Game on Sunday, August 9.

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About

Credits
Date
Aug 06, 2015
Agency:
Wieden & Kennedy, Portland
Client:
Old Spice
Creative Director:
Jason Bagley
Creative Director:
Craig Allen
Copywriter:
Jarrod Higgins
Art Director:
Matt Sorrell
Senior Producer:
Lindsay Reed
Senior Producer:
Erika Madison
Production Assistant:
Nicole Kaptur
Production Assistant:
Nick Pirtle
Production Assistant:
Georgina Gooley
Production Assistant:
Michael Dalton
Production Assistant:
Jess Monsey
Executive Creative Director:
Joe Staples
Executive Creative Director:
Mark Fitzloff
Agency Executive Producer:
Ben Grylewicz
Production Company:
MJZ
Director:
Tom Kuntz
President:
David Zander
Executive Producer:
Eriks Krummins
Line Producer:
Emily Skinner
Director of Photography:
Neil Shapiro
Production Designer:
Jahmin Assa
Editorial Company:
Mackenzie Cutler
Editor:
Erik Laroi
Assistant Editor:
Brendan Hogan
Post Executive Producer:
Sasha Hirschfeld
VFX Company:
The Mill LA
Executive Producer:
Sue Troyan
VFX Producer:
Dan Roberts
Production Coordinator:
Kris Drenzek
Production Coordinator:
Jillian Lynes
Shoot Supervisor:
Tim Davies
Creative Director:
Tim Davies
2D Lead Artist:
Tim Davies
2D Artist:
James Allen
2D Artist:
Brad Scott
2D Artist:
Dag Ivarsoy
2D Artist:
Scott Johnson
2D Artist:
Alex Candlish
2D Artist:
Jale Parsons
3D Artist:
Martin Rivera
3D Artist:
Jason Jansky
Art Department:
Kelsey Napier
Art Department:
Bretty Lopinsky
Art Department:
Matthew Dobrez
Sound and Design Company:
MacKenzie Cutler
Sound Designer:
Sam Shaffer
Mix Company:
Joint
Mixer:
Noah Woodburn
Mix Company:
Lime Studios
Mixer:
Sam Casas

See more credits

Category
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