2 New Old Spice Guys Kick Off Hilariously Weird ‘Smell ‘Em Who’s Boss’ Campaign

Thomas Beaudoin and Alberto Cardenas join the W+K madness

Headshot of Tim Nudd

After so many years of its signature quirky advertising, it's tempting to think of the Old Spice work as dated. But then "Rocket Car" plays for a full house at the Cannes Lions Film awards, to the absolute delight of the crowd, and you remember that this is a campaign that stays fresh not by reinventing itself regularly—but by fully committing to its bizarre ideas and executing to perfection.

A new Old Spice campaign by Wieden + Kennedy Portland for the Old Spice Swagger line broke during the Cannes festival with a spot called "Five Year Plan." It stars a brand new Old Spice guy, actor Thomas Beaudoin, who emerges victorious in the most anatomically freaky job interview you'll ever see.

The new tagline is, "Smell 'Em Who's Boss."

That spot is already well on its way toward 4 million YouTube views. But it turns out it's just the opening piece of a larger campaign that actually introduces two new Old Spice guys—Beaudoin for Swagger, and actor Alberto Cardenas for the new Desperado scent.

A second Beaudoin spot has rolled out, along with two Western-themed ads starring Cardenas. Check those out below. The work as a whole illustrates the "transformational" powers of the Swagger and Desperado scents to give men "pure unadulterated confidence," says the agency.

As usual, all the language around the campaign is amusingly pear shaped. (Check out the YouTube descriptions of the spots for a chuckle.)

Here's a description of the campaign that W+K provided: "Once there was a man who wanted to be the man. But that man lacked the confidence to be the man. Then along came Old Spice Swagger and Desperado. And soon that man smelled like the man. But not just the man. A better smelling version of the man."


Client: Old Spice

Project: Old Spice | Smell Em Who's Boss

Janine Miletic: Marketing Director

Mathew Krehbiel: Brand Manager

Danny Suich: Senior Assistant Brand Manager

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Erik Fahrenkopf | Max Stinson

Copywriter: Matt Mulvey

Art Director: Lawrence Melilli

Integrated Executive Producer: Erika Madison

Producer: Chris Capretto

Account Team: Georgina Gooley | Nick Pirtle | Michael Dalton

Production Company: MJZ

Director: Steve Ayson

President: David Zander

Executive Producer: Emma Wilcockson

Line Producer: Mark Hall

Director of Photography: Robert Elswit

Editorial Company: EXILE

Editor: 5-Year, Innocent, Perfect Ending: Kirk Baxter

Editor: Standoff: Nate Gross

Assistant Editor: Zaldy Lopez

Post Producer: Toby Louie / Brittany Carson

Head of Production: Jennifer Locke

Executive Producer: Carol Lynn Weaver

VFX Company: The Mill | LA

Executive Producer: Sue Troyan

Producer: Chris Harlowe

Coordinator: Rustie Burris

VFX Supervisor: James Allen

2D Lead Artist: Narbeh Mardirossian

2D Artists: Andy Dill, Alex Candlish, Jale Parsons, Don Kim, Lisa Ryan, Brad Scott, Chris Payne

3D Artist: Michael Lori

Matte Painting: Andy Wheater, Nathan McKenna

Music and Sound Design – Five Year Plan, Standoff

Original Music: Walker

Executive Producer: Sara Matarazzo

Senior Producer: Abbey Hickman

Sound Designer: Brian Emrich / Trinitite

Music and Sound Design – Innocent

Original Music: Joint

Composers: Noah Woodburn, Tim Ribner

Producer: Sarah Fink

Sound Designer: Brian Emrich / Trinitite

Music and Sound Design – Perfect Ending

Original Music: Woodwork

Track: Sunset Scrubdown

Composer: Philip Kay

Producers: Rachel Wood, Andy Oskwarek

Vocal Arrangement: Walker

Vocals Producer: Abbey Hickman

Sound Designer: Brian Emrich / Trinitite

Final Mix

Studio: Lime Studios

Engineer: 5-Year, Innocent, Perfect Ending: Rohan Young

Engineer: Standoff: Sam Casas

Assistant Engineer: 5-Year, Innocent, Perfect Ending: Ben Tomastik

Assistant Engineer: Standoff: Peter Lapinski

Executive Producer: Susie Boyajan

Color Transfer

Company: Company 3

Artist: Sean Coleman

Color Producer: Matt Moran

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: June 27, 2016 https://dev.adweek.com/creativity/2-new-old-spice-guys-kick-hilariously-weird-smell-em-whos-boss-campaign-172263/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT