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 from Wieden and Kennedy Portland.
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 the brand’s transformation to become what it is today — the No.1 selling anti-perspirant and deodorant brand for guys in the United States.
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.
In the 30-second spot, “Time-Out,” 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.
In “Office Visit,” 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.
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:
“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 OS 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.
SOURCE: Old Spice