Old Spice has launched a comical ad campaign to promote its new brand of scented soap.
The spot, “Shower,” created by Wieden & Kennedy Portland, mocks the classical jingle-based soap ads from the past.
Created by art director Croix Gagnon and copywriter Nathaniel Lawlor, the ad features a man in the shower using the Old Spice soap.
He is then showered on continually while driving to work, at work as a surgeon and out on a date. A jingle plays throughout the ad with a running commentary.
The 30-second ad aims to comically demonstrate how men can wash the “manly way” using scented soap.
Steve Rogers directed the spot through Biscuit Filmworks/Revolver Film. The creative directors on the ad were Jason Bagley and Craig Allen.