Old Spice guy forced to wear shirt in accepting Emmy for best ad

By T.L. Stanley on Wed Aug 25 2010


Is Isaiah Mustafa even more beloved than Betty White? He was this past weekend at the Creative Arts Emmy Awards, beating out the octogenarian for the award for best TV commercial. White was nominated for the Snickers ad that launched during the Super Bowl, but Mustafa and ad agency Wieden + Kennedy took the Emmy for "The Man Your Man Could Smell Like" for Old Spice Body Wash. It's the latest in a growing line of formal praise for a campaign that hit TV like a ton of bricks and became an ongoing viral sensation. (It moved a ton of product, too.) Mustafa, a former NFL player whose six pack is perhaps as well known now as his face, had to keep his shirt on for the event in Los Angeles—"due to the dress code," agency folks told our brother pub, The Hollywood Reporter. Sorry, ladies! Old Spice beat out Absolut vodka's "Anthem" (TBWA\Chiat\Day), Audi's "Green Car" (Venables, Bell & Partners), Snicker's "Game" (BBDO) and Nike's "Human Chain" and Coca-Cola's "Finals" (both also from Wieden).

Wieden's Old Spice ad receives yet another industry accolade

By T.L. Stanley on Thu Jul 8 2010

Isaiah-Mustafa Not only is he the man your man could smell like, he's also an Emmy contender. The ubiquitous Isaiah Mustafa, star of the continuing series of top-of-their-game Old Spice Body Wash ads, could get another moment in the spotlight later this summer courtesy of the 62nd Primetime Emmy Awards. His ad, "The Man Your Man Could Smell Like" from Wieden + Kennedy, has been nominated for best commercial of the year. (The ad already won the Cannes Film Lions Grand Prix.) The spot will slug it out with Absolut's "Anthem," Coca-Cola's "Coke Finals," Snickers' "Game," Audi's "Green Police" and Nike's "Human Chain." The Old Spice, Coke and Nike ads all came from "it" ad agency Wieden. Also competing against itself is production company MJZ, which had a hand in the Old Spice, Snickers and Absolut spots. I just hope this leads to a Mustafa appearance on the red carpet, which may just inspire more ads. (You know, that glamorous event you love?)

Wieden ads put Old Spice back in touch with its seafaring roots

Posted on Wed Jun 30 2010

If you've seen the Old Spice ads featuring a swarthy and shirtless ex-football pro Isaiah Mustafa, you've seen the latest hot dude sending the message you can blame Axe for telling not-so-hot dudes back in 2005: Psst, dudes, if your armpits smell good, you'll get some. But enough of that. Look a bit more closely at these spots from Wieden + Kennedy and you'll see something else at work: The crafty return of a device that built Old Spice into one of the first dude brands of the 20th century: the ocean.

Continue reading "Wieden ads put Old Spice back in touch with its seafaring roots" »

Old Spice teaches guys another neat party trick: the pec bounce!

Posted on Fri Apr 2 2010

Shirts off to the deodorant category for teaching we fellas how to do some nifty things. First came Axe in 2009. With some help of a sweat-streaked skateboard god Ryan Scheckler, the company taught us "double pits to chesty"—a Z-shaped motion designed to deposit Axe's coitus-inducing scents under our arms and on our chests, too! Now we have "Punch," a new Old Spice spot from Wieden + Kennedy in which retired linebacker Terry Crews shows us guys yet another dude maneuver. Pitching the new Old Spice Odor Blocker Body Wash, the former NFL star stands shirtless in the locker room and alternately flexes his pectorals so they bounce. No, we're not kidding—there are squishy sound effects to accompany it. Hey dudes, you gotta go home and try that. Too bad getting rock-hard pecs isn't as easy as buying some Old Spice.

—Posted by Robert Klara

After the Old Spice ad hits, suddenly everyone is on a horse

Posted on Wed Mar 10 2010

You knew it wouldn't take long for someone to parody those already-tongue-in-cheek Old Spice ads from Weiden + Kennedy, right? As "I'm on a horse" becomes a debatable catchphrase, and gets at least one loving tribute, one wag has imagined how Apple might appropriate the Old Spice messaging for its own purposes. "Hello, geeks. Take a look at your phone and now back at mine. Now back at your phone," a geeky-looking guy challenges, suggesting that the viewer buy an Apple phone versus "girly phones" from T-Mobile and Sprint. The fake ad then uses a similar sleight-of-hand to show the announcer switching locations without breaking conversational stride. "We're in an Apple Store. In a black turtleneck. With a phone that could be like mine." Meanwhile, someone else has introduced a more entertaining variation on the Old Spice parody with a talking sausage

—Posted by Todd Wasserman

Old Spice burnishes geek credentials with 'Krod Mandoon' deal

Posted on Mon Apr 6 2009

There's a six-degrees-of-separation thing going on here, so try to keep up, OK?
  Bruce Campbell starred in the cult-classic Evil Dead movies and also in an Old Spice ad campaign not long ago that played to his geeks-in-the-know fan base. Comedy Central is launching a new series in the Evil Dead vein: a fantasy action series called Krod Mandoon and the Flaming Sword of Fire that's a little Hercules and Xena and a lot of righteous warriors, evil rulers and exaggerated British accents. Ergo, Old Spice is sponsoring the premiere of Krod Mandoon with limited commercial interruption. You follow?
  The marketer, apparently a fan of genre-bending parody for young males, will be the exclusive sponsor of the one-hour series launch, airing this Thursday. And with the deal, Comedy Central gets into the game that a lot of cable channels and networks have been playing for some time—namely, selling a highly touted episode to a single advertiser. Old Spice will use the time to air its centaur spot. You know, the disconcerting one from Wieden + Kennedy and Digital Domain that lets us peek at a half-man/half-horse while he's sudsing up in the shower. Now, if the centaur could just get a Krod Mandoon cameo appearance, everything would be connected.

—Posted by T.L. Stanley



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