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Ad of the Day: Old Spice


He's the man your man could shave like.

Terry Crews, the most notable Old Spice guy these days—last seen in the amusing Muscle Music interactive campaign last fall—is back in a pair of new Old Spice spots pushing the brand's new shave gel.

The product may be new, but the approach from Wieden + Kennedy is familiar. A shirtless Crews shouts a lot while all sorts of absurdist mayhem erupts around him. In one spot, he is verbally accosted by a pair of talking socks, a talking waffle iron and talking solar panels, all arguing about who is newer—only to be one-upped by Terry's new son (and of course, the shave gel). In the other, Crews emerges from the giant beard of a long-hospitalized man who's desperately in need of a shave.

As usual, the digital elements of the campaign are also robust. For today only, the brand has taken over the YouTube masthead and is asking visitors: "Are ________ newer than Old Spice Shave Gel?" Entering any noun takes you to a website which declares that the noun "ain't newer than new Old Spice Shave Gel."

Old Spice partnered with Getty Images on the site, which uses a Getty application to pull in photos based on the noun—and can thus generate millions of unique sites.

Client: Old Spice
Agency: Wieden + Kennedy, Portland, Ore.


Creative Directors: Jason Bagley / Craig Allen
Copywriter: Eric Fensler
Art Director: Max Erdenberger
Senior Producer: Lindsay Reed
Account Supervisor: Liam Doherty
Executive Creative Directors: Joe Staples / Susan Hoffman
Head of Production: Ben Grylewicz
Production Companies: Fatal Farm
Director: Zachary Johnson / Jeffrey Max
Editorial Company: Fatal Farm
VFX Company: Fatal Farm
Mix Company: Joint
Mixer: Charlie Keating


Creative Directors: Craig Allen, Jason Bagley, Matt O'Rourke
Copywriter: Shaine Edwards
Art Director: Max Erdenberger
Account Team: Liam Doherty
Executive Creative Directors: Joe Staples / Susan Hoffman
Digital Designer: Ken Berg
Creative Technologist: Stephen Schieberl
Interactive Producer: Andrew Abraham
Director of Digital Production: Pierre Wendling
Art Buying: Heather Smith Harvey
Interactive Studio Artist: Oliver Rokoff
Development Partner Company: By HOOK
Lead Developer: Norm McGarry
Partner/Producer: David Evans

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