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.
CREDITS
Client: Old Spice
Agency: Wieden + Kennedy, Portland, Ore.
—TV
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
—Interactive
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