Old Spice Puts a Surreal, Hilarious Spin on Movie Cliches in Latest Spots

Two New Heroes Promote 'Swagger' and 'Desperado' Deodorants

By Alexandra Jardine. Published on Jun 27, 2016

Editor's Pick

Old Spice is promoting two new deodorants, "Swagger" and "Desperado," with some fresh heroes, and a slightly different creative approach. But never fear, the ads haven't lost the surreal comedy that makes them unique.

In this campaign, agency Wieden & Kennedy takes on cliched movie genres -- the Western, the crime drama, the serious business movie -- and gives them that quirky Old Spice spin. So we have a handsome Western hero dispatching his adversary by turning him into a inflatable balloon, then riding out of town victorious, a naked criminal facing down the law while playing a piano made of suds, and (in a spot that broke last week), a bizarrely weird job interview. The tagline is "Smell 'Em Who's Boss."

The spots were directed by MJZ's Steve Ayson, and the new Old Spice heroes are Alberto Cardenas (for the Desperado spots) and Thomas Beaudoin (for Swagger.)

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Jun 27, 2016
W+K Portland
Old Spice
Client Contact:
Janine Miletic
Marketing Director:
Janine Miletic
Brand Manager:
Mathew Krehbiel
Senior Assistant Brand Manager:
Danny Suich
Creative Director:
Erik Fahrenkopf
Creative Director:
Max Stinson
Matt Mulvey
Art Director:
Lawrence Melilli
Integrated Executive Producer:
Erika Madison
Chris Capretto
Account Team:
Georgina Gooley
Account Team:
Nick Pirtle
Account Team:
Michael Dalton
Production Company:
Steve Ayson
David Zander
Executive Producer:
Emma Wilcockson
Line Producer:
Mark Hall
Director of Photography:
Robert Elswit
Editorial Company:
Nate Gross
Assistant Editor:
Zaldy Lopez
Post Producer:
Toby Louie
Post Producer:
Brittany Carson
Head of Production:
Jennifer Locke
Executive Producer:
Carol Lynn Weaver
VFX Company:
The Mill - LA
Executive Producer:
Sue Troyan
Chris Harlowe
Rustie Burris
VFX Supervisor:
James Allen
2D Lead Artist:
Narbeh Mardirossian
2D Artist:
Andy Dill
2D Artist:
Alex Candlish
2D Artist:
Jale Parsons
2D Artist:
Don Kim
2D Artist:
Lisa Ryan
2D Artist:
Brad Scott
2D Artist:
Chris Payne
3D Artist:
Michael Lori
Matte Painting:
Andy Wheater
Matte Painting:
Nathan McKenna
Original Music:
Executive Producer:
Sara Matarazzo
Senior Producer:
Abbey Hickman
Sound Designer:
Brian Emrich
Sound Design:
Trinitie Studios
Final Mix:
Lime Studios
Rohan Young
Sam Casas
Assistant Engineer:
Ben Tomastik
Assistant Engineer:
Peter Lapinski
Executive Producer:
Susie Boyajan
Color Company:
Company 3
Sean Coleman
Color Producer:
Matt Moran

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