Old Spice launches humorous soap campaign

Old Spice has launched a comical ad campaign to promote its new brand of scented soap.

The spot, "shower", created by Wieden & Kennedy Portland, mocks the classical jingle-based soap ads from the past.

Created by art director Croix Gagnon and copywriter Nathaniel Lawlor, the ad features a man in the shower using the Old Spice soap.

He is then showered on continually while driving to work, at work as a surgeon and out on a date. A jingle plays throughout the ad with a running commentary.

The 30-second ad aims to comically demonstrate how men can wash the "manly way" using scented soap.

Steve Rogers directed the spot through Biscuit Filmworks/Revolver Film. The creative directors on the ad were Jason Bagley and Craig Allen.


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