Did not see this coming.
Last week, we reported on a hilarious new campaign for Old Spice from creative partner Wieden+Kennedy, Portland.
In the piece, the Procter and Gamble brand launched a faux attack campaign against Washington Redskins rookie linebacker, Montez Sweat.
The reaction to the campaign was 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.
Now, Old Spice’s PR agency Citizen Relations has upped the ante with its political-style attack by bringing in R&B legend Keith Sweat.
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 today released his heartfelt musical defense of Montez Sweat alongside a statement that reads, “Really? Has everybody gone insane?” Watch the funny, faux-video below:
ALSO READ: Old Spice takes war on “Sweat” to next level
“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.
And now hearing Keith Sweat sing again, I gotta go add the crooner to my Spotify playlist.
SOURCE: Citizen Relations
Contact Colin Costello at colin@reel360.com.
