Old Spice 'believe in your smellf' by Wieden & Kennedy Portland

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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.

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Released: 25 April 2012

Credits

Interactive
Creative director
Copywriter
Art director
Producer
Account team
Executive creative directors
Agency executive producer
Developer
Digital designer
Exec interactive producer
Photographer
Development partner company
Print + OOH
Creative director
Copywriter
Art director
Typographer + typeface
Project manager
Photographer
Executive creative directors
Re-touching agency
Agency
TV Spots
Creative directors
Copywriter
Art director
Producer
Executive creative directors
Agency executive producer
Production company
Director
Executive producer
Line producer
Editorial company
Post producer
VFX company
VFX supervisor
VFX producer
Music+sound company
Producer
Mix company
Mixer
Producer

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