Old Spice: Irresistible

There's something about him. . .

Published on

Editor's Pick

Old Spice hits the Super Bowl--in Alaska--with a new spot out of Wieden + Kennedy, Portland, promoting the brand's new premium--and apparently, sophisticated new line of guy scents, including Wolfthorn and Hawkridge. Directed by MJZ's Tom Kuntz, the spot features a mysterious man who makes a grand entrance at a schmancy party, attracting the attention of a femme fatale. She's all hot and bothered and can't put a finger on why she's so drawn to him--could it be the pair of lupine shoulder pads adorning to his suit?

The spot debuts on Sunday, airing on the big game in Juneau, only--a nod to the state with the country's largest wolf population-- but has already launched on YouTube. The campaign also features print, rich media and digital banners, as well as another fantastic online film, featuring a man with a winning poker hand who can do nothing but fold in the presence of his suave opponent--and his team of falcon thugs.

The campaign and product line represent what seems to be a new turn of events for the Old Spice. The brand has long shed its association with grandpa's smelly cologne, but this latest work seems an attempt to embrace those stuffy roots. Even some of the product bottles looks like Old Spice of old.

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Feb 01, 2013
Wieden + Kennedy Portland
Old Spice
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Creative Director:
Jason Bagley
Creative Director:
Craig Allen
Tom Kuntz
Production Company:
Executive Producer:
Matt Hunnicutt
Senior Agency Producer:
Erika Madison
Associate Producer:
Kirsten Acheson
Project Manager:
Jane Monaghan
Agency Head of Production:
Ben Grylewicz
Line Producer:
Suza Horvat
Production Company Executive Producer:
Scott Howard
Director of Photography:
Jan Velicky
Editorial Company:
Mackenzie Cutler
Gavin Cutler
Assistant Editor:
Ryan Steele
Editorial Executive Producer:
Sasha Hirschfeld
VFX Company:
VFX Supervisor:
Alex Thomas
Lead Flame Artist:
Raul Ortego
3D Lead Artist:
James Dick
VFX Producer:
Graham Dunglinson
VFX Producer:
Helen Hughes
VFX Producer:
James Razzall
Music & Sound Company:
Barking Owl
Sound Designer:
Michael Anastasi
Music CD/EP:
Kelly Bayett
Niels Bye Nielson
Brian Canning
Mix Company:
Sound Lounge
Tom Jucarone
VO Casting:
Sound & Fury
VO Producer:
Jill Kershaw

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