Old Spice Has a Wolfish New Marketing Director

You could stand to learn a lot from this hairy guy.

Published on Mar 11, 2013

Editor's Pick

Marketing directors, look no further -- you've got yourself a new mentor. Wolfdog is Old Spice's newest marketing lead, and he's pretty good at what he does, which includes keeping at hand a host of "cliche business-man decorations" and making a million dollars by doing essentially nothing. Although his wolfish tendencies do come out once in a while, including his urge to eat humans, he never fails to turn even that into the most important marketing lesson of all. Because sometimes, America, you have to devour people. The new film by Wieden & Kennedy Portland promotes Old Spice's new premium line of "guy scents," including Wolfthorn and Hawkridge, which the brand previously shilled in an Alaska-only Super Bowl spot.

The video is part of a bigger multiplatform push that sees Mr. Wolfdog commandeering all of Old Spice's digital and social channels this week. Coming up will be more digital shorts in which Wolfdog will entertain surprise guests and engage with Old Spice fans. He'll also be updating via the brand's Twitter handle @oldspice and on his personal blog There's even a tutorial video that shows human and non-human types alike "How to Use Computers," business-person style.

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Mar 11, 2013
Wieden + Kennedy Portland
Old Spice
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
Joe Staples
Creative Director:
Craig Allen
Creative Director:
Jason Bagley
Interactive Creative Director:
Matt O'Rourke
Jarrod Higgins
David Neevel
Art Director:
Ruth Bellotti
Director of Interactive Production:
Pierre Wendling
Senior Interactive Producer:
Mike Davidson
Junior Interactive Producer:
Andrew Abraham
Digital Strategist:
Jocelin Shalom
UX Designer:
Jake Doran
Tech Lead:
Ryan Bowers
Line Producer:
Kyle Hill
Executive Producer:
Dominic Bernacchi
Lauren Becker
Brian Bourke
Animation Director:
Maarten Boon
Tech Lead:
Scott Kosman

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