The ad, which sees the former NFL star Isaiah Mustafa explain that men should use Old Spice, has received plaudits since it first aired in the US in March, and is hotly tipped to pick up the category's biggest award on Saturday (26 June).
Other campaigns that have caused a stir include BETC Euro RSCG's "closet" work for Canal+ and TBWA\Chiat\Day's "plant" and "hourglass" spots for Skittles. The UK's biggest challenge is expected to come from BBH's "man who walked around the world" ad for Johnnie Walker.
The other Lions will be in the Titanium & Integrated category, which awards the most innovative and groundbreaking integrated concepts.
Jurors are predicting that the "replay" campaign for Gatorade, also created by TBWA\Chiat\Day Los Angeles, will do well. The work picked up the Grand Prix in both the Promo & Activation and PR categories.