R&B Icon Keith Sweat Drops Diss Track Defending NFL Rookie Montez Sweat’s Last Name
October 24 2019 - 5:30AM
Business Wire
Remake of No. 1 Hit Song “Nobody” Leads to
Potential Breakthrough with Old Spice
Old Spice, the men’s grooming authority and “Official Sweat
Defense of the NFL,” is now feeling the heat from R&B legend
Keith Sweat over its beef with NFL rookie Montez Sweat, marking the
latest celebrity response to the growing irrational controversy
surrounding Sweat in the NFL. Based on his chart-topping 1996 hit
“Nobody,” which ranked No. 1 on Billboard’s Hot R&B/Hip Hop
songs, the multi-platinum recording artist released his heartfelt
musical defense of Montez Sweat alongside a statement that reads,
“Really? Has everybody gone insane?” The track can be viewed at the
official Keith Sweat YouTube channel.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20191024005222/en/
October 24, 2019 -- R&B icon Keith
Sweat drops diss track and music video in response to the recent
Old Spice advertising campaign and the brand’s irrational
commitment to eliminating sweat in all forms, including removing
Washington Redskins rookie Montez Sweat from the NFL based solely
on his last name. The song is a remake of Sweat’s 1996 hit
“Nobody,” which ranked No. 1 on Billboard’s Hot R&B/Hip Hop
songs. Old Spice, a long time sponsor of the NFL, created the
tongue-in-cheek, faux political-style campaign to support Old Spice
Sweat Defense anti-perspirants, including new Dry Spray delivering
superior 48-hour sweat and odor protection. (Photo: Business
Wire)
Old Spice Sweat Defense, which delivers superior, 48-hour sweat
and odor protection that is found in all 32 NFL locker rooms,
recently launched its latest NFL campaign with political-style,
faux attack ads against SWEAT – including Washington Redskins
rookie linebacker, Montez Sweat. The reaction to the campaign has
been swift, with Denver Broncos 7x Pro Bowler Von Miller, Kansas
City Chiefs 4x Pro Bowler Travis Kelce and an extensive list of
actors, entertainers and comedians pushing back on the brand. The
critical response has led Old Spice to reconsider its campaign.
“In spite of his incredibly unfortunate last name, Keith may
have a point,” said Matt Krehbiel, Associate Brand Director, Old
Spice. “While we are tirelessly committed to helping stop
perspiration, I’ve never been so emotionally moved by SWEAT – be it
a bead, a few drops or an actual person. Perhaps our irrational
stance against all Sweat may have gone a bit too far.”
The Old Spice campaign debuted across a national slate of
October 13 NFL broadcasts and features billboards and newspaper ads
in the DC area -- raising awareness while outlining the potential
threat of Sweat in the NFL. The spots have clearly touched a
national nerve, racking up more than 15 million YouTube views on
the first day of the campaign’s debut. The controversial spots
include:
- “Sweat ... in the NFL?” (:30) - starring Montez Sweat and
sportscaster Charissa Thompson; Old Spice introduces its
irrational commitment to tackling sweat
- “Von Miller Defends Sweat” (:30) - starring Denver Broncos
star Von Miller and Montez Sweat
- “Montez Strikes Back” (:30) - Montez responds, pleading
his case that Sweat is just his last name. Unacceptable.
The upgraded Old Spice Sweat Defense lineup provides guys with
48-hour sweat and odor protection available in two forms: new Sweat
Defense Dry Spray anti-perspirant and Sweat Defense Soft Solid
anti-perspirant stick, Old Spice’s strongest sweat protection.
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s
grooming brand. Celebrating 80 years as an iconic American brand,
Old Spice is the authority on the male grooming experience and has
leveraged this heritage to become the No. 1 selling
anti-perspirant/deodorant stick and body wash brand with guys of
all ages. Old Spice offers a complete product portfolio for today’s
man, including anti-perspirants, deodorants, body washes, body
sprays, shampoos, hair stylers, shave gels, aftershaves and
colognes.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about
P&G and its brands.
About Keith Sweat
Keith Sweat is an R&B singer and songwriter. In November
1987, Keith released his debut album, Make It Last Forever, and it
skyrocketed towards the top of both R&B and pop charts to sell
over three million copies. Over his career, he has released 13 solo
albums with songs like “Nobody,” “Twisted” and “Freak Me” reaching
the top of the Billboard charts. In 2007, Sweat began broadcasting
a syndicated radio show in currently 21 markets in the United
States called The Sweat Hotel. For more information on Keith Sweat,
visit keithsweat.com.
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Chris Overholser 213-996-3791
chris.overholser@citizenrelations.com
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