Old Spice's "believe in your smellf" campaign by Wieden & Kennedy Portland introduces Champion, the brand's newest addition to its product range.
Old Spice Champion is being marketed to men who understand that smelling great is an important tool for achieving personal success, "like having big muscles and cool hair".
The ad portrays a weedy man who acquires big muscles, cool hair and the actress Heather Graham as his girlfriend through believing in his "smellf".
The campaign is running across TV, digital, press and outdoor.
The TV work was written by Jason Kreher and art directed by Max Stinson. It was directed by Tim Godsall through Biscuit Filmworks.