Old Spice 'ever clear' by Wieden + Kennedy Portland

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Wieden + Kennedy Portland has created another campaign for cologne brand, Old Spice this time for its 'Ever Clear' deodorant.

The "residue is evil" print campaign, also supported by TV and viral work, shows three men in sweat-inducing environments, blissfully unaware that their armpits are slandering their characters.

One man is shown relaxing in a sauna as his deoderant residue protrudes from each armpit and spells out "Stupid weirdo".

In the second, a man chatting to a girl on a basketball court is let down by his residue-laden armpits which tell his companion that he is a "nasty chump"

In the final ad, a man stands waving on a beach with the word "idiot" trailing from his suspended arm.

The campaign aims to highlight the residue-free Ever Clear deoderant.



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Released: 05 August 2009

  • FirstIdiot800.jpg


  • SecondStupid800.jpg


  • ThirdNasty800.jpg




Project name
Ever Clear


Residue is evil

Jim Urbaitis

Craig Allen

Art director
Eric Kallman

Chris Buck

Re-touching agency
Wieden + Kennedy


Greg Radich, Frazer Goodbody, Sef Mccullough

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