Old Spice’s Latest Guys Smell Better Than Themselves

W+K debuts new campaign with salty spot

Headshot of Tim Nudd

With the Fabio experiment over, Wieden + Kennedy today breaks a brand-new campaign for Old Spice with the theme, "Smell better than yourself." The premise is: You might not be a well-decorated ship captain or a fighter jet pilot in real life, but Old Spice can make you smell like you are. The first spot, below, launches tonight during the NFL opener—and stars the aforementioned faux ship captain, who is seen raining gold coins, punching an octopus and highly impressing his suburban wife. The second spot, with the jet pilot, will be out in a few weeks. 

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 8, 2011 https://dev.adweek.com/creativity/old-spices-latest-guys-smell-better-themselves-134681/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT