Old Spice "Never let a friend lose his swagger" from Wieden & Kennedy Portland

Old Spice is back with an explosive new campaign.

A huge departure from the peck-dancing days of Terry Crews vs Isaiah Mustafa, Old Spice has launched a campaign in aid of swagger-seeking millennials, featuring three new ads – "Next episode","Working late" and "New dad". Channeling the energy of its chiseled predecessors, each action-packed spot shows men "rescuing" their friends from a night of monotony. While "next episode" follows a Platoon-esque rescue mission before a night out, "Working late" shows a defiant zipline from a dreary office to a decadent rooftop party.

The work was written by Bertie Scrase, art directed by Christen Brestrup and directed by Steve Rogers through Biscuit Filmworks.


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