“Hellllooo Again Ladies and Gents”
Old Spice celebrates 10 years since breaking the internet with its groundbreaking “Smell Like a Man, Man” campaign by bringing back the original Old Spice Guy Isaiah Mustafa and introducing young breakout star Keith Powers as his TV son in a new campaign. The original iconic spot, featuring a shirtless, towel-wrapped Mustafa, is often recognized as the first branded viral ad sensation, having racked up more than 105 million online views to date and an Emmy Award in 2010, and helped Old Spice’s transformation to become what it is today — the No.1 selling anti-perspirant and deodorant brand for guys in the United States.
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Old Spice celebrates the 10-year anniversary of the viral “Smell Like a Man, Man” campaign with the return of the original Old Spice Guy, Isaiah Mustafa, to launch the NEW “Smell Like Your Own Man, Man” campaign and Ultra Smooth lineup, featuring subtle scents and dermatologist-tested formulas. (Photo: Business Wire)
In the latest “Smell Like YOUR OWN Man, Man” campaign, which debuts January 23 and launches the new Ultra Smooth grooming lineup, Mustafa (IT: Chapter 2, Shadowhunters) tries to impart Old Spice wisdom to his son, played by Powers (Straight Outta Compton, What/If, The New Edition Story fame). While Powers looks up to his dad, he humorously dismisses Mustafa’s product recommendations and shares his preference for the all-new Old Spice Ultra Smooth line that offers dermatologist-tested benefits and subtle scents, without compromising performance.
Like Father, “Not” Like Son (Except When it Comes to Old Spice)
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Developed by Wieden + Kennedy (Portland), the campaign is awash in the comedic dynamic between Mustafa and Powers when son wants to chart his own path with a more subtle persona (and scent expression) versus the over-the-top personality of the original Old Spice Guy. Like many father and son relationships, Mustafa and Powers have very different interests, but are able to connect in their own unique way, through their respective grooming preferences. In fact, tables turn when Powers teaches Mustafa a thing or two about sweat protection and moisturization in the “Smell Like Your Own Man, Man” campaign: