Move Over Mustafa: Old Spice Introduces 'Legendary Man'

New Campaign Launches 'Hardest Working Collection' Product Line

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Launching its new Hardest Working Collection line of anti-perspirants and body washes, Old Spice introduces a new character -- the Legendary Man -- and has a great time spoofing pretentious fragrance ads.

With the tagline 'Legendary Protection for Legendary Men," the ads, by W&K Portland and directed by Steve Rogers of Biscuit and Revolver, show the character achieving ridiculous feats, such as playing tennis -- with two rackets, blindfolded (with sunglasses on top) and on the back of a whale.

In another ad, he's bursting into flames while driving a rocket car across the desert, without "even the most basic level of engineering degree." All the while, he's spouting ridicuous faux-philosophical questions in a vaguely European accent.

The briliant copywriting includes lines such as "Is there a limit to how much living I can live with my life?" and "if you fill your brain with knowledge, there won't be any room for dreams." Looks like The Man Your Man Can Smell Like and Dos Equis' Most Interesting Man in the World have some competition.

As part of the wider campaign for Hardest Working Collection, Old Spice is teaming up with Tough Mudder as an official partner of the obstacle course series. It's also created a series of digital infomercials, hosted by "King of Products" Bob Giovanni, promoting its 1-800-PROVE-IT money-back guarantee.

And if you're worrying that this means the end of pitchman Terry Crews, don't despair -- Crews will appear in a series of five-second product technology ads for the line.

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Jan 07, 2016
Wieden + Kennedy Portland
Old Spice
Creative Director:
Jason Bagley
Creative Director:
Craig Allen
Nick Morrissey
Art Director:
Matt Sorrell
Senior Producer:
Lindsay Reed
Monica Ranes
Account Team:
Liam Doherty
Account Team:
Michael Dalton
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Joe Staples
Head of Production:
Ben Grylewicz
Production Company:
Biscuit Filmworks
Production Company:
Revolver Films
Production Service Company:
Steve Rogers
Managing Director Biscuit:
Shawn Lacy
Executive Producer Biscuit:
Holly Vega
Head of Production Biscuit:
Mercedes Allen
Line Producer:
Pip Smart
Director of Photography:
Mandy Walker
Production Designer:
Leon Morland
Editorial Company:
Mackenzie Cutler
Gavin Cutler
Assistant Editor:
Brendan Hogan
Executive Producer:
Sasha Hirschfeld
The Mill LA
Executive Producer:
Enca Kaul
Senior Producer:
Dan Roberts
Production Coordinator:
Kris Drenzek
Creative Director/Shoot Supervisor/2D Lead Artist:
Tim Davies
3D Lead Artist:
Tom Graham
3D Lead Artist:
Phill Mayer
3D Lead Artist:
Hartwell Durfor
3D Lead Artist:
Kenzie Chen
3D Lead Artist:
Yorie Kumalasari
3D Lead Artist:
Brett Angelillis
3D Lead Artist:
Mike DiNocco
3D Lead Artist:
Katie Yancey
3D Lead Artist:
Blake Guest
3D Lead Artist:
Jenna Kind
3D Lead Artist:
Monique Espinoza
3D Lead Artist:
Steven Olson
3D Lead Artist:
Milton Ramirez
2D Artist:
John Price
2D Artist:
Robert Murdock
2D Artist:
Don Kim
2D Artist:
Dag Ivarsoy
2D Artist:
Jeff Langlois
2D Artist:
Ashely Forbito
2D Artist:
Adam Lambert
2D Artist:
Daniel Thuresson
2D Artist:
Tim Robbins
Art Department:
Brett Lopinsky
Art Department:
Laurence Konishi
Art Department:
Kelsey Napier
Head of 3D:
John Leonti
Sound Design Company:
MacKenzie Cutler
Sound Design Company:
Barking Owl
Sound Designer:
Sam Shaffer
Sound Designer:
Michael Anastasi
Mix Studio:
Lime Studios
Samuel Casas
Assistant Engineer:
Mark Nieto
Executive Producer:
Susie Boyajan
Color Transfer:
The Mill LA
Adam Scott
Color EP:
Thatcher Peterson
Color Producer:
Antonio Hardy
Color Coordinator:
Diane Valera

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