Creativity

Old Spice Debuts An Ad in French During the Grammys--But What Does it Mean?

Viewers Can Find Out With a Subtitled Version on YouTube

By Alexandra Jardine. Published on Jan 28, 2018

Editor's Pick

After their Invisible Movie, where could Old Spice and Wieden & Kennedy go next? Well, how about an ad that airs on U.S. TV, but only in French.

The P&G brand's latest campaign, promoting Old Spice Red Collection premium scents, aired during the Grammys on Sunday, in French with no subtitles. Mystified viewers could then head over to the brand's YouTube channel to see the subtitled version and find out what was really going on; a hilarious spoof of traditional French fragrance advertising.

In the subtitled version, we discover that the passionate French woman who seemed to be pining for her lover was actually freaking out because her dog (named Old Spice because she liked the scent on her man's sweater so much) had gone missing. Finally, she is reunited with both man and dog.

The film, which is the brand's first-ever Grammy campaign, was directed by Steve Rogers of Biscuit, and is aimed at capturing the attention of both men and women. The Old Spice Red Collection is "inspired by fine fragrance trends" and comes in anti-perspirants, deodorants, body washes, body spray and shampoos, with three scents: "Captain: The Scent of Command" "Ambassador: The Scent of Excellence" and "Nomad: The Scent of Adventure."

The campaign will be followed by a series of activations leading into Super Bowl and will continue next month with the launch of a second spot, "Marco Love-O."

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Credits

Date
Jan 28, 2018
Agency:
Wieden & Kennedy Portland
Client:
Old Spice
Executive Creative Director:
Eric Baldwin
Executive Creative Director:
Jason Bagley
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
Mark Fitzloff
Creative Director:
Matt Sorrell
Creative Director:
Ashley Davis-Marshall
Copywriter:
Andy Laugenour
Art Director:
Robbie Rane
Executive Producer:
Endy Hedman
Producer:
Byron T. Oshiro
Business Affairs:
Dusty Slowik
Strategic Planning:
Britton Taylor
Strategic Planning:
Drew Phillips
Account Executive:
Dave Ellerbee
Management Supervisor:
Phil Williams
Account Director:
Thomas Harvey
Production Company:
Biscuit Filmworks
Director:
Steve Rogers
Executive Producer:
Holly Vega
Line Producer:
Pip Smart
Director of Photography:
Mandy Walker
Editorial Company:
Arcade Edit
Editor:
Geoff Hounsell
Assistant Editor:
Laura Sanford
Post Producer:
Adam Becht
Post Producer:
Alexa Atkin
Managing Partner:
Damian Stevens
Executive Producer:
Crissy DeSimone
Head of Production:
Kirsten Thon-Webb
Visual Effects Company:
The Mill
Shoot Supervisor:
Tim Davies
Flame 2D Lead Artist:
Tim Davies
Flame 2D Lead Artist:
Tim Rudgard
Flame 2D Artist:
James Allen
Flame 2D Artist:
Lisa Ryan
Flame 2D Artist:
Scott Wilson
Flame 2D Artist:
Alex Candish
Flame 2D Artist:
Tim Robbins
Flame 2D Artist:
Andy Dill
Flame 2D Artist:
Chris Knight
Flame 2D Artist:
Benoit Mannequin
Flame 2D Artist:
Dag Ivarsoy
Executive Producer:
Enca Kaul
Visual Effects Producer:
Anastasia Von Rahl
Visual Effects Producer:
Dale Nicholls
Production Coordinator:
Jalisa House
Visual Effects Company:
Joint
Colorist:
David Jahns
Flame 2D Lead Artist:
Leif Peterson
Flame 2D Artist:
Noah Poole
Flame 2D Artist:
Andy Bate
Flame 2D Artist:
David Jahns
Rotoscope:
Trace VFX
Visual Effects Producer:
Rebekah Koerbel
Color Company:
The Mill
Color Executive Producer:
Thatcher Peterson
Color Producer:
Diane Valera
Colorist:
Adam Scott
Music & Sound Design:
Stimmung
Creative Director:
Rory Doggett
Executive Producer:
Kristina Iwankiw
Mix Company:
Joint
Mixer:
Noah Woodburn
Assistant Mixer:
Natalie Huizenga
Producer:
Jen Milano

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