Old Spice — The Man Your Man Could Smell Like, 2010— Wieden+Kennedy
The Man Your Man Could Smell Like
- Brand:
- Old Spice
- Agency:
- Wieden+Kennedy Portland
2010FilmVideo · YouTube
Timeless principle
Build a character strong enough to carry an entire brand.
The idea
Sell men’s body wash through an impossible ideal man speaking directly to the women buying it.
Why it works
The direct address, escalating transitions and deadpan confidence create a performance that never gives the viewer time to look away. Every absurd upgrade reinforces the same promise. Old Spice stops behaving like an old brand and becomes a voice people can quote.
