Old Spice “Men Have Skin Too” Returns, Embraces Diversity and Inclusion On and Off Screen

Old Spice debuts the third chapter of the award-winning “Men Have Skin Too” campaign with an evolution of the storyline featuring Deon Cole and Gabrielle Dennis. Alongside the couple is a new cameo from actress, producer, philanthropist, and entrepreneur La La Anthony. The “Men Have Skin Too” series emphasizes diversity and inclusion as interdependent in the creative process. The new chapter follows another recently released spot starring actor Ross Butler.

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Old Spice launches its latest “Men Have Skin Too” TV spot with “Brunch” taking the drama from behind closed doors into the public when Deon confronts Gabby and her friends at brunch about “borrowing” his GentleMan’s Blend Body Wash with Lavender and Mint. (Photo: Old Spice)

Since launching in 2019, “Men Have Skin Too” elevates deep insights and relatable drama as Deon confidently protects his Old Spice products. The latest spots show the social awkwardness that ensues when a private disagreement becomes public, especially when the concern is his esteemed grooming products. In the spot, Deon marches through a hotel to confront Gabby and her friends, including La La Anthony, at brunch, who used the last of his GentleMan’s Blend Body Wash with Lavender and Mint. Directing the spot is Dime Davis (A Black Lady Sketch Show, Boomerang), who delivers a unique perspective to bring to life this third chapter of Deon and Gabrielle’s characters.

Old Spice also introduced another spot called “Finer Things” featuring Ross Butler (13 Reasons Why, Riverdale, To All the Boys Always And Forever, Shazam!). The spot leans into “Men Have Skin Too” while depicting a more traditional Asian cultural point of view to resonate with Asian audiences. Research shows that two-thirds of Asians think there is not enough representation on TV. In addition, one-half feel that the portrayal of their identity is inaccurate. To embrace Asian American culture, Old Spice partnered with Plan C Agency, an Asian American marketing and communications agency.

The spot depicts an involved mother obsessed with her son enjoying the “finer” things in life and marriage. The mother attributes Ross’ impossibly smooth skin to his Gentleman’s Blend with Lavender and Mint body wash, which leads her to try it for herself. Ross confronts his wife, who he thinks used the last of his Gentleman’s Blend Body Wash with Lavender and Mint, only to realize it was his mother. The “Finer Things” spot was written and directed by Creative Director and filmmaker Clayton Tony Au. Clayton’s work in narrative films and commercials often showcases the uniqueness of the Asian American experience.