Old Spice converts a geek into a muscle-bound paragon of manliness in its latest spot by Wieden & Kennedy Portland.
The humorous 30-second ad demonstrates how deodorant (doubling up as a motivational cassette tape) encourages the growth of muscles and beards.
The spot closes on Old Spice’s tagline, "believe in your smellf", as well as the logos of its parent company, Procter & Gamble, and the Olympic Games. P&G is a worldwide partner of London 2012.
The work was creative directed by Jason Bagley and Craig Allen, written by Jason Kreher and art directed by Max Stinson. It was directed by Tim Godsall through Biscuit Filmworks in Los Angeles, with VFX/animation handled by The Mission.