Old Spice: Watermelon

New ads out of W+K Portland debut brand's new product line

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Editor's Pick

Who needs sissy body wash when you can use a big, solid bar of soap? Old Spice reinvigorates the old-fashion cleansing concept with its new line up of bar soaps and a pair of hilarious new spots out of Wieden+Kennedy Portland.

Directed by Biscuit's Steve Rogers, the commercials feature tunes that harken back to the jingly soap ads of the '80s and '90s, albeit with ridiculous lyrics, and show how using soap (even without rope) can be a highly masculine activity. "Shower" stars an extreme hunk who manages to stay clean--and wet--no matter where he goes, while "Watermelon" reveals bath time surprises in the most unlikely of places.

"With new Old Spice bar soap, we wanted to show the more than 40 percent of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment," said P&G VP/North American Beauty Care Joe Arcuri in a statement. "We know many guys are living with an unspoken shame--that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."

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Apr 08, 2013
Wieden + Kennedy Portland
Old Spice
Executive Creative Director:
Joe Staples
Executive Creative Director:
Susan Hoffman
Creative Director:
Jason Bagley
Creative Director:
Craig Allen
Art Director:
Croix Gagnon
Nathaniel Lawlor
Senior Producer:
Lindsay Reed
Head Of Production:
Ben Grylewicz
Production Company:
Biscuit Filmworks/Revolver Film
Steve Rogers
Executive Producer:
Shawn Lacy
Executive Producer:
Holly Vega
Executive Producer:
Michael Ritchie
Line Producer:
Pip Smart
Director of Photography:
Ben Seresin
Editorial Company:
Work Post
Richard Orrick
Assistant Editor:
Healy Snow
Post Executive Producer:
Erica Thompson
The Mil
Executive Producer:
Sue Troyan
Adam Reeb
Production Coordinator:
Samantha Axelrod
VFX Supervisor/Flame Artist:
Tim Davies
Lead Flame Artist:
Sarah Eim
Flame Artist:
Bill Higgins
Flame Artist:
Elad Offer
Steve Cokonis
Remedy Huynh
CG Artist:
Ryan Reeb
CG Artist:
Blake Sullivan
CG Artist:
Martin Rivera
CG Artist:
Misha Panov
CG Artist:
Jacob Bergman
Shoot Supervisor:
Steven Anderson
Libman Music
Paul Libman
Recording Studio:
Sear Sound
Ted Tuthill
Mix Company:
Avatar Studios
Jay Messina
Music Editing:
Madpan Productions
Music Editor:
Uri Djemal
Music Editing:
Lime Studios
Music Editor:
Rohan Young

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