Washington Redskins’ rookie outside linebacker, Montez Sweat, has had to deal with offensive lines all season. And now Old Spice has really crossed his line. And it’s truly offensive.
Created by W+K, Portland, the Procter and Gamble brand, which is “Official Sweat Defense of the NFL,” and Sweat are at the epicenter of taking the men’s grooming brand’s irrational stance against sweat to a new level.
And the brand is pulling out all the stops in the humorous political-style campaign with television “attack” ads, outdoor billboards and even a full page spread in the 10/14 Washington Post.
The first spot which debuted last Sunday, features Sweat and sportscaster Charissa Thompson. Here, Old Spice introduces its irrational commitment to tacking sweat (Yes, that includes Montez S-W-E-A-T) in the NFL. Watch the :30-second spot, which has already gotten 15 million views on YouTube, below:
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In the second spot, all directed by Gravy Films’ Andrew Madsen Jasperson, Denver Broncos star Von Miller comes to Montez Sweat’s defense. Will this persuade Old Spice?
In “Montez Strikes Back,” Sweat responds, pleading his case that Sweat is just his last name. Unacceptable.
“As the Official Anti-Perspirant of the NFL found in all 32 locker rooms, Old Spice takes the job of tackling sweat and odor very seriously,” said Matt Krehbiel, Old Spice Associate Brand Director at Procter & Gamble.
He notes, “In fact, Old Spice is so irrationally committed to Sweat Defense that we’re literally taking a stance against all forms of sweat in the NFL – even if it’s just a collection of letters spelling out S-W-E-A-T. Old Spice Sweat Defense has delivered long-lasting sweat and odor protection to the NFL and it’s fans for years and we are not taking this season off.”
The public beef has also been taken to the streets, as Old Spice has placed billboards strategically near Washington’s FedEx Field. Fans can see Old Spice AND Montez Sweat pleading their cases just 2.5 miles from the stadium.
The beef will also take place in the Washington Post. And that is not FAKE NEWS. We have proof of the spread which ran October 14 below:
What’s nice about this entire 360-approach is staging a public beef plays right into the current zeitgeist. We have been witness to every kind of beef and Twitter war ranging from last month’s Chicken sandwich wars to Donald Trump against… well pick a person. And of course, it only works for Sweat, because of his last name.
According to the agency, NFL stars (any Eagles?) and celebs will eventually chime in. I’m assuming this will be over Twitter. ‘Cause you can’t have no beef without a Twitter war!
Credits
Client: Old Spice
Associate Brand Director: Matthew Krehbiel
Brand Manager: Gywnedd Davis
Ad Agency: W+K, Portland
Executive Creative Directors: Jason Bagley & Eric Baldwin
Creative Directors: Matt Sorrell & Ashley Davis-Marshall
Copywriter / Art Director: Ryan Niland (Copywriter) & Robbie Rane (Art Director)
Producer: Austin Shore
Production Brand Lead: Evelyn Loomis
Executive Producer: Heather Hanrahan
Account Team Member(s): Crystal Thomas (Brand Manager), Paige Brown (Brand Director), Gywnedd Davis, Thomas Harvey (Group Brand Director)
Creative Operations Manager: Andrea Drapcho & Jody Hart
Global Group Strategy Director
Media Team: Eric Dornbrook (Associate Media Director), Natalia Naranjo (Media Planner), Kelly Muller (Media Director)
Brand Strategy Director: Drew Phillips (Brand Strategy Director), Katie Dyer (Strategist) & Samantha Serocki (Social Strategist)
Business Affairs: Dusty Slowik & Brian Cook (BA Manager)
Traffic: Joe Chaath (Integrated Traffic Manager) & Zac Rosevear (Integrated Traffic)
Design Ops Manager/Design Producer: Scott Meisse (Senior Design Producer)
Studio Designer: Ken Berg
Motion Designer: Adam Sirkin, Oliver Rokoff, Chris Huang
Retoucher / 3D Artist: Kyle Pero
Print + Fabrication Producer: Ellen Osborne
Production Company: Gravy Films
Director: Andrew Madsen Jasperson
DP: Steven Breckon
Executive Producers: Brent Stroller
Line Producer: Bo Clancey
Editorial Company: Joint Editorial
Assistant Editor: JB Jacobs & Steve Sprinkel
Managing Director: Patty Brebner
Post Executive Producer: Leslie Carthy
Post Producer: Casey Wheeler
Color Company: Joint Editorial
Colorist”Jasmine Vazquez
Color Executive Producer: Esther Gonzales
Color Producer
Mix Company: Joint Editorial
Audio Mixer: Noah Woodburn
SOURCE: W+K, Portland
Contact Colin Costello at colin@reel360.com.
