A Decade After He Became an Ad Icon,
Towel-Clad Old Spice Guy Isaiah Mustafa Returns in New Campaign …
This Time, He Has a Son
Old Spice Gets Back on the Horse to Mark the 10
Year Anniversary of its Viral “Smell Like a Man, Man”
Campaign and Introduces Keith Powers as the Face of the Brand’s
New Old Spice Ultra Smooth Lineup, Offering Subtle
Scents for Low Key Guys
Old Spice celebrates 10 years since breaking the internet with
its groundbreaking “Smell Like a Man, Man” campaign by
bringing back the original Old Spice Guy Isaiah Mustafa and
introducing young breakout star Keith Powers as his TV son in a new
campaign. The original iconic spot, featuring a shirtless,
towel-wrapped Mustafa, is often recognized as the first branded
viral ad sensation, having racked up more than 105 million online
views to date and an Emmy® Award in 2010, and helped Old Spice’s
transformation to become what it is today — the No.1 selling
anti-perspirant and deodorant brand for guys in the United
States.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20200122005416/en/
Old Spice celebrates the 10-year
anniversary of the viral “Smell Like a Man, Man” campaign with the
return of the original Old Spice Guy, Isaiah Mustafa, to launch the
NEW “Smell Like Your Own Man, Man” campaign and Ultra Smooth
lineup, featuring subtle scents and dermatologist-tested formulas.
(Photo: Business Wire)
In the latest “Smell Like YOUR OWN Man, Man” campaign,
which debuts January 23 and launches the new Ultra Smooth grooming
lineup, Mustafa (IT: Chapter 2, Shadowhunters) tries to impart Old
Spice wisdom to his son, played by Powers (Straight Outta Compton,
What/If, The New Edition Story fame). While Powers looks up to his
dad, he humorously dismisses Mustafa’s product recommendations and
shares his preference for the all-new Old Spice Ultra Smooth line
that offers dermatologist-tested benefits and subtle scents,
without compromising performance.
Like Father, “Not” Like Son (Except
When it Comes to Old Spice)
Developed by Wieden + Kennedy (Portland), the campaign is awash
in the comedic dynamic between Mustafa and Powers when son wants to
chart his own path with a more subtle persona (and scent
expression) versus the over-the-top personality of the original Old
Spice Guy. Like many father and son relationships, Mustafa and
Powers have very different interests, but are able to connect in
their own unique way, through their respective grooming
preferences. In fact, tables turn when Powers teaches Mustafa a
thing or two about sweat protection and moisturization in the
“Smell Like Your Own Man, Man” campaign:
- “Time Out” (:30) - The Old Spice Guy embarrasses
his son when he slides onto the basketball court in hockey skates,
interrupting his son's game to give him a few Old Spice pointers.
After multiple over-the-top attempts to convince his son
that he’s the grooming expert, the Old Spice Guy’s low key son
holds down his preference for the new Ultra Smooth product lineup
before his father challenges him to a game of H-O-R-S-E to settle
their differences once and for all.
- “Office Visit” (:30) - The Old Spice Guy
dramatically interrupts his son’s work meeting with a proposition
to follow in his footsteps and join the “family” business. His son
breaks the news that he’s carved his own path, including his own
Old Spice product choices that offer
new "Ultra Smooth" benefits. The Old Spice Guy and
his son agree to disagree and support each other’s choices
with endearing affection before the Old Spice Guy proudly
lets his son get back to his business meeting.
“When it comes to grooming, we know that Old Spice users today
are looking for their own signature scents and products and have
differing tastes and needs,” said Matt Krehbiel, Old Spice
Associate Brand Director at Procter & Gamble. “The return of
Isaiah Mustafa along with his new ‘low key’ TV son Keith Powers
shows that Old Spice continues to evolve and offer our
best-performing anti-perspirant/deodorants and body washes in a
variety of scent profiles and benefit offerings for today’s
differing preferences.”
In addition to mass ad rotations across digital, social channels
and television, Mustafa and Powers will dominate everyone’s
airwaves and social media feeds with an array of media activations
on January 23. On social, look for popular content creators to pay
homage to the original “Smell Like a Man, Man” viral ad and scout
the Old Spice Guys in Miami during the weeklong events leading up
to Super Bowl … and even a surprise Old Spice Guy appearance during
the big game broadcast.
Introducing Subtle Scents for Those Who
Want to Keep It Low Key
Tested by dermatologists, Old Spice Ultra Smooth is designed for
the understated man who seeks superior performance -
anti-perspirant/deodorants with long-lasting sweat and odor
protection and body washes that clean and leave skin moisturized -
with clean, subtle scents.
In the development of the Ultra Smooth program, Old Spice
enlisted skin expert Dr. Corey Hartman, M.D., founder of
Birmingham, AL-based Skin Wellness Dermatology and certified by the
American Board of Dermatology.
“Guys today are more aware than ever about the importance of
skin health,” said Dr. Corey Hartman, board-certified
dermatologist. “With Old Spice Ultra
Smooth anti-perspirants and body washes, consumers can
feel confident about choosing grooming products that are
dermatologist-tested and keep skin healthy and hydrated.”
The Ultra Smooth lineup includes:
- Anti-Perspirant/Deodorant: Featuring subtle scents and
dermatologist-tested, superior performance with 48-hour sweat and
odor protection and Old Spice’s smoothest feeling and lowest
residue invisible solid formulas to-date.
- Deodorant: Aluminum-free featuring superior performance
with legendary Old Spice 48-hour odor protection and a stick that
glides on ultra-smooth at application.
- Body Wash: Dermatologist-tested formulas and
triple-moisturization technology deliver superior smooth skin
protection to your body AND face with abundant lather and
long-lasting fragrances. Two dye-free moisturizing options provide
ultimate hydration, locking in moisture to leave the skin feeling
fresh and looking healthy.
- The lineup offers the first-ever Old Spice Ultra Smooth Gentle
Body & Beard Wash combo. It’s designed to leave beards soft and
smooth without feeling greasy or oily.
Scents include:
- CLEAN SLATE: Fresh Linen | White Spice | Blonde
Wood
- FRESH START: Fresh Freesia | Bergamot | Musk
- SMOOTH FINISH: Lime Seltzer | Melon | Blackcurrant
Old Spice Ultra Smooth is available nationwide at drugstores,
grocery stores and mass merchandisers (MSRP -
Anti-perspirant/Deodorant: $4.97, Body Wash: $5.47; Pricing at the
sole discretion of retailers).
ABOUT THE ORIGINAL “SMELL LIKE A MAN, MAN” CAMPAIGN (Circa
2010)
- Life on the internet was just a fraction in 2010 of what it is
today with less than 5% of US internet users accessing via mobile,
but Old Spice’s iconic “Smell Like a Man, Man” became one of the
first brand-driven viral sensations, driving 3 million YouTube
views in the two weeks after its release (105 million+ online
campaign views today and counting!).
- The original spot won an Emmy® for Outstanding Commercial and
the campaign was awarded the Grand Prix for film at the 2010 Cannes
Lions International Advertising Festival. Mark Tutssel, the jury
president, described it as "the perfect film."
- “Smell Like a Man, Man” was done as a single shot - there was a
crane to lift out the shower stall to reveal the boat set. A
mechanism moved Isaiah seamlessly to the horse; the only thing done
digitally was the shot where the tickets turned into diamonds.
- More people viewed the "response" videos in one day than
watched President Obama’s 2008 election-night acceptance
speech.
- In the campaign’s first week, Old Spice Twitter followers
increased by 2,700%. Facebook fans rose ninefold.
ABOUT OLD SPICE
Procter & Gamble’s Old Spice is the quintessential grooming
brand. With more than 80 years as an American icon, Old Spice is
the authority on grooming experience and has leveraged this
heritage to become the No.1 selling anti-perspirant and deodorant
brand for guys in the United States. Old Spice offers a complete
product portfolio for today’s evolving needs, including
anti-perspirants, deodorants, body washes, body sprays, shampoos
and hair stylers. Check Old Spice out at www.oldspice.com, Facebook
(http://www.facebook.com/OldSpice), Twitter (@OldSpice) and
Instagram (oldspice).
View source
version on businesswire.com: https://www.businesswire.com/news/home/20200122005416/en/
MEDIA Citizen Relations Ian Rapport, 714-323-9385
ian.rapport@citizenrelations.com
Procter & Gamble Juwan Thompson thompson.j.3@pg.com
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